Print is view, Web is do

How much of your organization’s online world is made up of dead zones and how much is do zones? A dead zone is any space where there’s nothing to do. It’s a big pretty picture, or a huge graphic-heavy masthead, or a long-winded explanation of what you do or what the customer can do. The customer doesn’t want an explanation of what they can do. They just want to do.

The simplest example of a Do Zone is a link. But any sort of selector or calculator, or form is also a Do Zone, as is any area where someone can input something or move to a next step, rate something, make a comment, interact. Because doability is what makes the Web the Web.

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