Sometimes the best way to present information is in a bulleted list. Bulleted lists attract attention, support scanning, shorten text, and reveal the relationship of items.
The Web is usually not the place for long, narrative writing. Instead, Web readers prefer copy formatted for ease of scanning, which allows them to easily skip through chunks of text to get to areas of interest.
Many different web-formatting techniques help break up dense paragraphs. Along with bolding, indenting, line spacing, and color-coding, bulleted lists are one of the most powerful methods for supporting efficient reading on the web.
A few tiny dots attract the eye and can make a complex concept understandable. Readers perceive the bullets as shortcuts to succinct, high-priority content. It’s not surprising that, in usability studies, we observe readers gravitate towards bulleted lists with fervor. Web readers want to digest content quickly.
Compare the two different versions below. You’ll probably notice that the information listed in version 2 is easier to read. That’s because the offerings are clearly listed vertically on separate lines. In contrast, in version 1, the reader has to find them within the less structured text paragraph.
Version 1
Our Spa getaway package includes two-night accommodation, two 50-minute spa treatments of your choice, an in-room breakfast for two, and gift basket upon arrival.
Version 2
Our Spa getaway package includes:
- Two-night accommodation
- Two 50-minute spa treatment of your choice
- An in-room breakfast for two
- Gift basket upon arrival
Don’t worry that version 2 takes up more vertical screen space. Users don’t mind scrolling if (and only if) they feel that they get interesting information as their eye moves down the screen. In fact, a website that feels inviting and is easier to understand because of appropriate use of bulleted lists is more likely to find users scroll than a website that repels users through walls of text.
7 Tips for Presenting Bulleted Lists
1. Write list items to have approximately similar line lengths.
Bulleted lists work best when they include related items. The items should share a similar level of importance. When possible, write bullet items to be approximately the same length, so that one doesn’t overpower another. Keeping a uniform shape is eye pleasing and makes the list appear less busy.
Don’t
Pack the following items for camp:
- Sleeping bag
- Bathing suit for our outing to the waterfalls
- Sunblock
- Waterproof jacket for rainy days. We are expecting heavy thunderstorms.
The major length differences among the list items make the list appear cluttered and not uniform.
Do
Pack the following items for camp:
- Sleeping bag
- Bathing suit
- Sunblock
- Waterproof jacket
2. Use numbered lists only when the sequence or count of items are important.
Numbered lists are usually reserved for instances in which the items must occur in a specific order, such as steps in a procedure, or when keeping count is important, such as a top 10 list.
If the order or the final count of the list items does not matter, don’t number them. Doing so creates confusion: in our user-testing studies, people erroneously thought that they had to complete all steps in a numbered list, when they only needed to choose one option.
Don’t
Please contact us using any of the following methods:
- Online contact form
- Chat
- Telephone
- In person
The numbers make the list items appear to be steps in a sequential process rather than individual options.
Do
Please contact us by using any of the following methods:
- Online contact form
- Chat
- Telephone
- In person
3. Use parallel sentence construction for list items.
Each item should have a consistent style of phrasing. Widely varied wording can be ungrammatical and may slow down (or even confuse) readers.
Structure each list item the same way. Make sure each bulleted-list item starts with the same part of speech (e.g., noun, verb) and that they are all either fragments or complete sentences.
Don’t
Please follow the rules posted throughout the park:
- Put trash in designated bins.
- Animals might be startled by loud noises.
- Yellow lines mark where you can stand.
- It’s everyone’s responsibility to keep the park clean.
In this example, the four phrases begin with different types of words.
Do
Please follow the rules posted throughout the park:
- Put trash in designated bins.
- Don’t make loud noises.
- Stand inside areas marked by yellow lines.
- Pitch in to keep the park clean.
The second list flows better because each phrase starts with a similar type of word — in this case, a verb.
4. Avoid repeating the same word(s) at the beginning of each list item.
When possible, omit articles such as “a,” “am,” or “the,” and repetitive words from the beginning of list items. Distinguishing keywords at the beginning of each bullet item make the list options easy to differentiate.
Don’t
How to pick a ripe pineapple:
- Give it sniff. It should smell sweet.
- Give it a squeeze. It should feel firm, yet soft.
- Give it a look. It should be golden-yellow.
Do
How to pick a ripe pineapple:
- Smell it. It should smell sweet.
- Squeeze it. It should feel firm, yet soft.
- Look at it. The color should be golden-yellow.
5. Introduce a list with a clear, descriptive sentence or phrase.
The lead-in (i.e., the words used just before the bulleted list) is important because it lets the reader know what the list is about and why it is important. The lead-in doesn’t have to be a complete sentence if each item in the list completes it in a meaningful way.
Don’t
Vacationing in British Columbia:
- Going on a hike
- Art museums
- Canoeing in the lake
The lead-in (Vacationing in British Columbia) doesn’t adequately describe the list. Additionally, this list includes things done on a vacation, but Art musems is not an activity.
Do
Our vacation in British Columbia involved:
- Hiking in the mountains
- Visiting art museums
- Canoeing in the lake
6. Keep formatting consistent.
These are the basic rules for capitalization and punctuation:
- If the list items are sentences, then capitalize the first word of every list item and use ending punctuation.
- If the list items are fragments do not use any end punctuation. You are not required to capitalize the first word of every list. However, we recommend capitalizing the first word, for ease of scanning.
Don’t
If you see bullying:
- stand up for the person being bullied
- tell an adult about the situation
- encourage the person being bullied to talk to an adult
- give support by showing that you care
The sentences are not capitalized and don’t end with a period.
Do
If you see bullying:
- Stand up for the person being bullied.
- Tell an adult about the situation.
- Encourage the person being bullied to talk to an adult.
- Give support by showing you care.
Don’t
You can help protect the environment by:
- Recycling paper and plastic products.
- Using fewer disposable items.
- Donating used clothing or things you don’t need.
- Biking or walking instead of driving.
The list items are fragments, and therefore don’t require end punctuation.
Do
You can help protect the environment by:
- Recycling paper and plastic products
- Using fewer disposable items
- Donating used clothing or things you don’t need
- Biking or walking instead of driving
7. Don’t overuse bulleted lists, as they can lose their effectiveness.
As with any visual design technique, too much of a good thing can be harmful. Encountering a page full of dots and indents can be daunting. Choose what you want to emphasize wisely. (There are a few too many of these lists in this article, if you don’t realize that they are before–after examples.)
Vertical lists are best when you have three or more items that you want to attract attention to. Shorter lists are generally overkill and generally work better embedded in a sentence.
Avoid embedding lists within lists, as they’re difficult to follow. If you must present multilevel hierarchical lists, style the bullets differently for each level.
Note
These are good general guidelines. However, each company or organization may choose to handle formatting differently. If your company follows a style guide, check the guide before deciding on the rules to follow. An important aspect of good writing is having consistently formatted content throughout all your documents and web pages.
Conclusion
Vertical lists attract the eye and make each list element stand out on its own. Thus, they are more effective than inline lists at making key points easier to scan, reference, and understand.
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