To determine the extent to which the text on this site achieves the brevity needed for effective online presentation.
Brevity makes text sink in, online.
To achieve brevity, though, a writer must adopt half a dozen strategies, and within those broad approaches, a number of tactics. Writing a short article takes more effort than going long. The strategies are:
Strategy 1: The language is terse.
Strategy 2: The paragraphs are short.
Strategy 3: Marketing yes, fluff no.
Strategy 4: Tangential material is moved out of the way.
Strategy 5: Brevity is not carried to the point of ambiguity.
Strategy 6: Repeating categories of information appear in tables.
These strategies and tactics for brevity appear here as a set of guidelines based on research and actual experience, documented in books, journal articles, and online styleguides. (References appear at the end of each strategy). Each guideline, then, provides a method for a writer to follow, or a heuristic.
In this evaluation we test the text against these guidelines. This, then, is a heuristic evaluation.
Here’s how to perform a Heuristic Online Text (HOT) evaluation.
1. Save this file with a name that includes
q The site you are analyzing
q The aspect you are evaluating (brevity, in this case)
q Initials
q A period
q A suffix indicating the file type (doc for Word files, htm for HTML files)
Examples: ibmbrevityjp.doc,
yahoobrevityds.htm
2. Go to the site, and locate a fairly typical page
that has several paragraphs of running text.
Running text is actual content, not labels, menu items, or link descriptions.
3. In this file, type the subject of the page,
under Sample #1, below.
The subject appears in the title bar of the window (not including ads for your browser) or in the major heading at the top of the page. Use whichever best articulates what the page is about.
4. Copy the paragraph and paste it into this file
after the subject.
5. Return to the page and copy the URL for that
page, then paste that into this file, in the line right after the paragraph.
The URL is the address of the page.
6. Type today’s date on the next line, to show when
you collected the sample.
7. Repeat this process, collecting paragraphs from
at least 5 pages.
If possible, find pages with different kinds of content. Also, for consistency, pick the same number paragraph on each page; for instance, pick the second paragraph on every page.
Tip: You may want to print out your samples, so you can look at their text on paper as you work onscreen.
8. Apply the HOT Evaluation to the text samples you
have collected, filling out the evaluation form.
If a strategy or tactic seems irrelevant, omit it from your evaluation. Note that this will change the total possible points.
Subject:
Paragraph:
URL to the page:
Date investigated:
Subject:
Paragraph:
URL to the page:
Date investigated:
Subject:
Paragraph:
URL to the page:
Date investigated:
Subject:
Paragraph:
URL to the page:
Date investigated:
Subject:
Paragraph:
URL to the page:
Date investigated:
Test
In each sample paragraph, I found only one or two
repeated words or phrases, or none.
YES=1, NO=0.
Impression
Overall, did the running text seem free of
repetition?
YES=1, NO=0.
Example
Which paragraph seemed particularly repetitious (if
any)? (Sample # ).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about
the way the text follows, or ignores, this guideline, please put those
observations here.
Test
In each sample paragraph, I found only one or two
adjectives or adverbs that could be removed, without changing the meaning of
the text.
YES=1, NO=0.
Impression
Overall, did the running text seem free of
adjectives and adverbs?
YES=1, NO=0.
Example
Which paragraph seemed particularly flowery (if any)?
(Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about
the way the text follows, or ignores, this guideline, please put those
observations here.
Test
In each sample paragraph, I found only one short
phrase or clause establishing context, or offering a transition.
YES=1, NO=0.
Impression
Overall, did the running text seem free of
lengthy transitions or context-setting?
YES=1, NO=0.
Example
Which paragraph seemed particularly burdened with
transitional material (if any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about
the way the text follows, or ignores, this guideline, please put those
observations here.
Test
In each sample paragraph, I found no more than a
single phrase that could be replaced with a word, without changing the meaning
of the text.
YES=1, NO=0.
Impression
Overall, did the running text seem free of junk
phrases?
YES=1, NO=0.
Example
Which paragraph seemed particularly full of deadwood
(if any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about
the way the text follows, or ignores, this guideline, please put those
observations here.
Test
In each sample paragraph, I found that one-syllable
words and two-syllable words made up the majority of the text.
YES=1, NO=0.
Impression
Overall, did the running text seem built on words
of one syllable?
YES=1, NO=0.
Example
Which sentence seemed particularly straightforward
because of its one-syllable words (if any)?
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about
the way the text follows, or ignores, this guideline, please put those
observations here.
Test
In each sample paragraph, I at least one word
describing a physical object, or a concrete action.
YES=1, NO=0.
Impression
Overall, the writer often chooses words that refer to
tangible, visible, common objects, or activities.
YES=1, NO=0.
Example
Which paragraph seemed particularly concrete (if any)?
(Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about
the way the text follows, or ignores, this guideline, please put those
observations here.
Test
In each sample paragraph, the writer generally used
familiar terms, not strange jargon, and words that are common, rather than
unusual. (Of course, if the writer is explaining a strange concept, we want to
see it explained in simple terms).
YES=1, NO=0.
Impression
Overall, did the writer choose commonly used words
over jargon?
YES=1, NO=0.
Example
Which paragraph seemed particularly prone to
unfamiliar, or uncommon language (if any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about
the way the text follows, or ignores, this guideline, please put those
observations here.
See: Baker & Goldstein (1966), Bork (1983), Glass (1989), Horton (1990), Krug (2000), Levine (1997), Morkes & Nielsen (1997, 1998), Nielsen (1997a, 1997b, 1999f), Spyridakis (2000), Sullivan (1998) in the bibliography at http://www.webwritingthatworks.com/HTres2cbiblio.pdf.pdf .
Test
On average, the sample paragraphs have four
sentences or less.
ONE SENTENCE= 4, TWO
SENTENCES = 3, THREE SENTENCES = 2, FOUR SENTENCES = 1, MORE = 0.
Impression
Overall, did the writer make short paragraphs?
YES=1, NO=0.
Example
Which paragraph seemed particularly long (if any)?
(Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
On average, each paragraph focused on only one
main idea.
YES=1, NO = 0.
Impression
Overall, did the writer keep each paragraph tightly
focused?
YES=1, NO=0.
Example
Which paragraph seemed particularly unfocused (if
any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
On average, the sample paragraphs have six
lines or less on the site.
TWO LINES= 5, THREE LINES
= 4, FOUR LINES = 3, FIVE LINES = 2, SIX LINES = 1, MORE = 0.
Impression
Overall, did the writer work within the layout to make
paragraphs look short?
YES=1, NO=0.
Example
Which paragraph seemed particularly long on the site
(if any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
See: Abeleto (1999), America Online (2001), Apple (1997), Bricklin (1998), Gee et al (1999), Henderson & Bradford (1984), Holcomb et al (1999), Horton (1990), Hudson & Berman (1985), Kaiser (2000), Killian (1999), Lynch (1997), Marschark & Paivio (1977), NCSA (1996), Spyridakis (2000), Sullivan (1998), Zipf (1949) in the bibliography at http://www.webwritingthatworks.com/HTres2cbiblio.pdf.pdf
Test
On average, the sample paragraphs mentions YOU
more than WE.
YES=1, NO = 0.
Impression
Overall, did the writer focus on the customer, rather
than the corporation?
YES=1, NO=0.
Example
Which paragraph seemed particularly self-centered (if
any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
The text does not make broad claims, full of pride.
YES = 1, NO= 0.
Impression
Overall, the writer makes few or no exaggerated claims
about the company, or its products or services.
YES=1, NO=0.
Example
Which paragraph seemed particularly boastful (if any)?
(Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
On average, a paragraph contains no more than two
slogans or marketing phrases.
YES = 1, NO= 0.
Impression
Overall, the writer avoids sloganeering.
YES=1, NO=0.
Example
Which paragraph seemed particularly offensive because
of its marketing slogans (if any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
The average paragraph contains no more than two
enthusiastic adjectives and adverbs.
YES = 1, NO= 0.
Impression
Overall, the writer makes few or no exaggerated claims
about the company, or its products or services.
YES=1, NO=0.
Example
Which paragraph seemed particularly boastful (if any)?
(Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
There are absolutely none of those concentrated noun
strings that marketing people use to summarize their pitch (“world-class
enterprise solutions”)..
YES = 1, NO= 0.
Impression
Overall, the writer uses very few noun clumps.
YES=1, NO=0.
Example
Which paragraph seemed particularly clotted with
strings of nouns (if any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
In discussing features and benefits, the writers use
more nouns and verbs than adjectives and adverbs.
YES = 1, NO= 0.
Impression
Overall, the writers rely mostly on nouns and verbs to
convey features and benefits.
YES=1, NO=0.
Example
Which paragraph seemed particularly full of adjectives
and adverbs (if any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
The text links to or includes elements that customers
regard as trustworthy, such as quotes from trusted sources, links to reviews,
statistics, datasheets, or detailed descriptions.
YES = 1, NO= 0.
Impression
Overall, the writer provides convincing evidence for
claims.
YES=1, NO=0.
Example
Which paragraph seemed particularly bare of evidence
for claims (if any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
The tone does not sound like a stewardess, or a
commercial spokesperson.
YES = 1, NO= 0.
Impression
Overall, the writer sounds objective.
YES=1, NO=0.
Example
Which paragraph seemed particularly full of emotional
appeals, without much basis in fact (if any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
See: Bricklin (1998), Morkes & Nielsen (1997), Nielsen (1997b, 1999f, 2000a, 2000b), Spyridakis (2000) in the bibliography at http://www.webwritingthatworks.com/HTres2cbiblio.pdf.pdf
Test
If the text refers to background information or
specialist details, that material is linked to, rather than forced on the users
here.
YES = 1, NO= 0.
Impression
Overall, the writer unfolds information gradually,
rather than putting it all on one page.
YES=1, NO=0.
Example
Which paragraph seemed particularly crammed with
material that could have been moved to another location? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
When the topic seems complicated, the writer uses many
small paragraphs, many sections, or pages, rather than pouring it all into one
long flow of text.
YES = 1, NO= 0.
Impression
Overall, the writer divides the material up into
bite-sized chunks.
YES=1, NO=0.
Example
Which paragraph seemed particularly overloaded (if
any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
If there is a set of links to other stories, the links
appear in a separate sidebar, a distinct list, or a separate section.
YES = 1, NO= 0.
Impression
Overall, the writer separates link lists from the rest
of the text.
YES=1, NO=0.
Example
Which paragraph seemed particularly jammed with links
within the running text (if any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
The facts and ideas refer to the main topic of each
paragraph.
YES = 1, NO= 0.
Impression
Overall, the writer makes sure that every part of the
paragraph relates to the main topic.
YES=1, NO=0.
Example
Which paragraph seemed particularly chaotic, or
incoherent (if any)? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
See: Bricklin (1998), Horton (1990), Levine (1997), Morkes & Nielsen (1997b), Rajani & Rosenberg (1999), Slatin (1988), Spyridakis (2000) in the bibliography at http://www.webwritingthatworks.com/HTres2cbiblio.pdf.pdf
Test
The writer uses no more than two contractions,
unexplained abbreviations, or acronyms per paragraph.
YES = 1, NO= 0.
Impression
Overall, the writer is willing to take the text to
explain a term, or spell out a phrase before showing its abbreviated form, or
its acronym..
YES=1, NO=0.
Example
Which paragraph seemed crowded with cryptic
abbreviations and acronyms? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
The, a, and an help people identify the nouns and noun phrases, distinguishing them from verbs. The articles also make explicit whether you mean this particular item, or just any item like this.
Test
The writers consistently use the, a, and
an, throughout all the paragraphs.
YES = 1, NO= 0.
Impression
Overall, the writers avoid sounding like a telegram.
YES=1, NO=0.
Example
Which paragraph seemed particularly confusing because
of the lack of articles? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
These help people see the relationship between the subordinate clause and the main clause.
Test
The writers use relative pronouns everywhere they can.
YES = 1, NO= 0.
Impression
Overall, the writer does not achieve brevity by
leaving out relative pronouns.
YES=1, NO=0.
Example
Which paragraph seemed confusing because a relative
pronoun has been omitted? (Sample #).
Comments
If this guideline does not seem to apply, indicate that
here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
The writers make sure that no long phrase or clause
stands between the subject and the verb.
YES = 1, NO= 0.
Impression
Overall, the writer seems direct, moving quickly from
subject to verb, and from verb to object.
YES=1, NO=0.
Example
Which paragraph seemed confusing because a phrase or
clause slips between the subject and verb? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
See: Bricklin (1998), Galitz (1985), Horton (1990), Ramey (1989), Waite (1982) in the bibliography at http://www.webwritingthatworks.com/HTres2cbiblio.pdf.pdf
Test
The page displays lists of information, in which the
same categories appear over and over, in a table. The categories form the
columns, and the individual entities appear as rows.
YES = 1, NO= 0.
Impression
Overall, the writer breaks repeating information out
into lists, and if each item contains two or more categories, a table.
YES=1, NO=0.
Example
Which paragraph seemed crowded with information that
could be turned into rows and columns? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
If there is a table, all the components are included.
YES = 1, NO= 0.
Impression
The tables seem complete.
YES=1, NO=0.
Example
Which paragraph contains a table that seems to have
left out items, or forgotten bits that remain in the paragraph? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
Test
The table does not force me to scroll horizontally, if
I am viewing the window in a low resolution. In general, that means that the
table has only two or three columns.
YES = 1, NO= 0.
Impression
The tables do not require horizontal scrolling. I can see a whole row at once.
YES=1, NO=0.
Example
Which paragraph contains a table with a sprawling
table? (Sample #).
Comments
If this guideline does not seem to apply, indicate
that here.
If you have further thoughts, or reflections, about the way the text follows, or ignores, this guideline, please put those observations here.
See: Brusaw, Alred, & Oliu (1997), Horton (1990), Tufte (1983) in the bibliography at http://www.webwritingthatworks.com/HTres2cbiblio.pdf.pdf
Assigning a grade to text is always a bit arbitrary. But counting up the points for these sample texts, we reach this diagnosis:
Total Points:
Total Possible:
Percentage:
90-100%: Excellent brevity.
75-89%: Pretty brief, but occasionally rambling.
60-74%: Could use some trimming.
45-59%: Verbose.
25-44%: Horribly overgrown.
0-24: Grotesque.
In a few paragraphs, summarize your most important observations—both
positive and negative.
List the top five problems with the text, and in a sentence or two,
summarize what you would recommend as solutions.
Instrument Copyright 2002 Jonathan Price