The document discusses common myths about messaging hierarchy and provides truths about how to effectively structure messages. It notes that the most important points should be at the top and bottom of a list, as the middle gets overlooked. It also advises placing important messages near images since the eye is naturally drawn there. While varying fonts and colors may seem cluttered, it actually helps customers notice highlighted text. The key is using images and icons near the most important messages and keeping lists concise.

1. The truth about messaging hierarchy (Web) Joanna Wiebe – June 10, 2008

3. Myth 1: Place messages in order.

6. The truth: The most important points should go at the top and the bottom of a list. (The middle of a list gets overlooked.)

7. Myth 2: Just make it bold.

10. The truth: Place important messages near an image and less important messages elsewhere. (Work with where the eye naturally goes.)

11. Myth 3: That looks cluttered!

13. The truth: Switching fonts , colours & sizes offends our design principles – but not the customers’. (Even highlighting text is acceptable now.)

15. If all else fails, just ask a writer. Joanna Wiebe, Copywriter – Intuit Canada