To download the final word version of this, go to this site:
http://www.et.byu.edu/~cneves2/Designbook/Audience.doc

Inducement
Inducement involves psychological strategy gearing towards peoples habits (what they’re accustomed to), Expectations (what’s normal), and their curiosity (what will startle them).
Headlines need to promise a benefit that is intended to motivate readers to find out more.
Clusters of short elements are less threatening and therefore pull better than long essays.
Pictures must attract attention, stir emotion, and arouse curiosity.
Never run a picture w/out a caption. Place headline and/or explanation under picture.
Every page needs a welcoming entry point.

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