In a world where newspapers are dying and half the public believes fake news, what online news experiences need is design that is branded, authoritative, and above all, readable:
Branded, because we need to convert the current hummingbird model (where readers flit from flower to flower) back to the idea that your news source matters — and that it is worth your time to return to a source you trust.
Brand helps the social-media-driven seeker notice that they’re returning time and again to a certain resource, facilitating a mental model shift back toward destination web browsing. When every site looks the same, it’s easy to see all content as equal — all spun from the same amorphous mass. A strong brand, which is individual to the given newspaper, can cut through that amorphousness, which is the first step in building (or rebuilding) loyalty.
Authoritative, because combating fake news means visually cueing the reliability of a particular source — one staffed by real journalists and editors, with real sources in real countries. In the coming years this will be more important than ever.
Readable, because an informed public needs to grasp stories that can’t always be reduced to headlines or sound bytes. Readability means even longer articles actually get read, sometimes even all the way through. Readability requires a combination of typeface, type size, leading, measure, hierarchy, contrast, etc. — as well as the introduction of visual information, both to break up the flow of text, and to further illuminate what is being said.
RELATED NEWS KEEPS READERS READING
Additionally, this branded, authoritative, readable content needs to become (to use an ancient word) sticky: through a combination of editing and algorithms, related content must be presented at the appropriate time in the reading experience, to engage the visitor in continued reading.
Currently two publications — nytimes.com and medium.com — achieve all these goals better than any other publications on the web. One is the newspaper of record; the other is a vehicle for anyone’s content. Yet both really do the job all newspapers will need to do to survive — and to help the Republic survive these next years. I particularly admire the way both publications surface related content in a way that practically demands additional reading.
Design won’t solve all the problems facing newspapers, but it will help. And unlike more “immersive” approaches such as WebVR, original full-screen imagery, and original embedded video, the basics of solid, readable design should not be out of budgetary reach for even the most cash-strapped news publisher — budget being a problem for any business at any time, but especially for newspapers now.
In my studio, we’ve been pondering these problems for content sites of all types (not only newspapers). At the Poynter Digital Design Challenge next month, I hope to share designs that nudge the conversation along just a bit further.
I’m Jeffrey. Follow me @zeldman. I publish A List Apart Magazine and A Book Apart “for people who make websites,” and co-founded An Event Apart: three days of design, code, and content for web & interaction designers. Most recently, I opened the NYC design studio.zeldman. Let’s work together!