Build a Better Message: The Benefits of Simple Layouts
by Erin Higgins, on September 22, 2020
When glancing at an online interface, what’s the first thing that catches your eye? Likely the layout of the content on the page. In fact, the way a page looks at first glance often determines whether a reader will read through the material or navigate away from the page after a brief skim. How do you create a webpage that gets the maximum volume of readership? It comes down to having a simple but beautiful layout.
White space works
Have you ever wondered why some websites or interfaces are easier to navigate than others? Or why some seem so chaotic that you can’t stand to read them, no matter how valuable their information is? What about the other way around? Lots of people have that one website or email template they love. It’s beautiful and easy to use. So, what’s the secret? White space.
Websites and interfaces that calm the brain supply plenty of blank spaces, which allow the eyes to rest. Research has shown that the simpler an interface is, the more it’s perceived as beautiful. The newsletters you create through Fireside’s message editor are based on this principle, with a space component so your constituents can focus on your content without any distractions.
Single columns help
Sidebars and multiple columns used to be mainstays of the newsletter world, but no longer. The rise of mobile readership and accessibility features have simplified the standard newsletter layout, and Fireside's standard message editor template reflects the shift beautifully. Single-column newsletters are simpler, easy to read, and are appealing to the eye with plenty of white space.
According to Litmus, 46 percent of email opens occur on mobile devices. Single column layouts ensure that a reader won’t have to zoom in and out to read your messages. If your interface is complex or improperly configured on a mobile device, users are likely to navigate away from your page before fully digesting the content. With a single-column interface, your newsletter will be ready to read at first glance.
Single columns help software like text readers, used by the visually impaired, to render your newsletter in a clear manner. With the inclusion of sidebars, these readers can jumble the sidebar text with the message body.
How Fireside helps you do it
Fireside strives to connect its clients with their constituents in meaningful ways, so making an attractive platform for your communication has always been a top goal. Our product improvements benefit both the reader and the creator. Already use the Fireside newsletter? Read more about the platform’s improvements. Interested in learning more about Fireside Outreach? Check out a demo!