| Some people can read sitting in a noisy bar; there are | | | | When you get to the page that contains an article, it |
| people walking holding a book in hand and reading. | | | | is likely that you give a look to the logo to find out |
| And millions of us read newspapers, magazines and | | | | where you are, follow the navigation to see what |
| blogs on the screens every day, despite all the | | | | else you can find on the site. Almost certainly you |
| statements that today few and few people read. | | | | look at the article title, or the photos and illustrations |
| Reading is a solitary experience, but over the | | | | that accompany it. If there is a citation or a |
| centuries, readers have learned how to cultivate | | | | summary, probably you read them, just as you read |
| solitude, how to increase it in some less inhospitable | | | | the back cover or the back of the book. Maybe you |
| environments. | | | | read the first paragraph, listening to see the voice of |
| Despite the ubiquity of reading on the web, | | | | the text resonates within you. If at some point |
| however, readers more often remain a neglected | | | | during these pre-reading activities you decide that the |
| public. Most of the talk around the web design | | | | article is not for you, you just leave the page and go |
| revolves mostly around a sense of movement: it is | | | | somewhere else. But if there is something that |
| thought that users seek, find, look. We measure how | | | | interests you, chances are that you remain there. |
| often they click, but not how long they are on a | | | | There are many readers who will engage in reading, |
| page. We take care of their movement and their | | | | even if the page design does not facilitate this, but |
| participation, how they move from page to page, | | | | the website designers have many ways to assist |
| with whom they speak when they arrive there, but | | | | readers in the transition from watch to read. |
| we often forget the needs of those whose sole aim | | | | Consider all the elements that accompany an article |
| is to stay there, still. | | | | and organize what are the most useful to engage |
| Readers grow when they have space, a minimum | | | | the interest at first. Summaries and citations of |
| distance from the chatter of the crowd, and web | | | | relevant passages, as well as illustrations, allow the |
| companies should still do much to help them find a | | | | reader to quickly understand the argument of the |
| little more space. | | | | article. Categories and links to related content provide |
| The pre-reading ritual is part of the culture of the | | | | context information. |
| book. These behaviors are also found on the web. | | | | |