MCA Web Style
Less is always more
- Repeat as little information as possible
- Viewers judge quality copy based on accuracy and readability as opposed to length.
Remember interrogative questions
Write/edit text to guarantee viewers receive all the necessary facts about an artist, exhibition, performance, or event:
- Who…may attend; is performing; is hosting/sponsoring the event; would be interested
- What…is happening; refreshments are served; is the dress code; does the event cost
- When…does the event take place; do you need to RSVP by
- Where…is the event; is the main entrance; is the box office
- Why…should people care; should people donate
- How…do you buy tickets; do you get there; do you make a donation
Use the Inverted Pyramid format
- The most important information is listed first (interrogative questions)
- Rank the rest of the content by value to the viewer
- The final paragraph should NOT contain the most important information about an event or exhibition. This is the place to include a quote or anecdotal fact about the artist, performer, speaker, or work.
Use present tense
Unlike future tense, present tense does not have to be changed to reflect an activity that has already taken place after the program/exhibition has ended.
- For example: “x artwork is being made” rather than “x artwork will be made.” and “An exhibition is organized by _______.”
Use descriptive links
The purpose of descriptive links is to provide users with the proper context of where clicking the link will take them.
- Extraneous words used as links such as "click here" or "more" should be avoided in most situations
- Use only keywords for link text
e.g. See a cute white cat. ("See a" does not need to be a part of the link.)