The Superior Website by Peter Allen
    
   ...is an as-yet unpublished book dealing with the self-sabotage of websites through inadvertent use of space and symbols which startle the old mind of human beings.

    Damaging symbols may come in the form of logos, but more often they are formed by the incorrect placement of objects, lines and text. Placement on a page carries quite demonstrable meaning of its own.

    In addition, colour carries meaning of its own, and it also is also often misused, so that it conveys old-mind meaning that conflicts with the literal message of the website.

The book covers:

• The hidden impact of the web page – the way it hits the brain

• Brain talk – how the brain works to identify danger, and why there’s a carry-over from prehistoric times till today

• Putting colour to work – how colours, primary and mixed, carry meaning of their own

• Spatial layout – the way we react to the actual placement of text, pictures and symbols, rather than to the text, pictures and symbols themselves

• Symbolism – a brief history: examples of line and shape, and how the mind reacts to them; how to avoid putting up killer examples, and how to find and use good ones instead

• Typeface and how to use it to best convey content

• The fast track – a summarizing chapter, for those wanting to apply the principles accurately without necessarily knowing the whole story

What I do:
    

    I use an interactive PowerPoint and whiteboard presentation demonstrating the facts about spatial subliminals, and how they affect all human beings, regardless of culture, education or language. This demonstration begins with common visuals taken from daily life. It goes on to look at the way the brain processes what it perceives as symbols, and how it responds to different elements of spatial layout and colour. It then turns specifically to websites and other forms of communication involving spatial layout, such as work logos and business cards.

    The effect of this is to give a rapid, efficient and practical education to anyone about the way the brain reacts to sights that are commonly found on websites and in layout.

    There are two options to choose from:

    Option One: I travel wherever a client wants, and speak to individuals, small or large groups, demonstrating in an interactive display of PowerPoint and diagrams and images and actual websites exactly how bad spatial structure destroys understanding and repels us when we log onto websites that are not well structured. Because this process takes place outside the language centre in the brain, it's much better when shown, not discussed. It's fun and it's very instructive. In this process, not only websites can be examined and improved, but also business cards, logos, stationery and hard-copy advertising surrounding the whole business. For this, I charge $US2,600 a day on site, clear of travelling and accommodation expenses, and will go anywhere I'm asked, once retained.
 
    Two: There's a second level of engagement. I can assess a site remotely. To do this, and once engaged, I need the URL by email. I put the site through my processes, and prepare my responses and suggestions, and then place them into written form for easy carrying out. This level of service includes a telephone conversation by appointment, for up to one hour.  (I also do a final review after they've been incorporated). Although I won't be there in person to do the actual demonstrations of the impact of the faulty parts of the site, I explain in the conversation why my suggestions should be followed. This cost for this level of service is $US900.