The user on the Web is active: he can / wants to interact, he can / wants to choose paths and contents, he has an extraordinary wealth of offer that invites him to quickly change destination. For this reason the Web is made up of short and direct texts. Length is the enemy of attention: after the first 5 lines of a newspaper column, the reader abandons the article, if he has not been "captured" in the meantime. You can easily imagine what it means to be online. The possibility of "escape" is much easier after a few words. So short and direct texts.
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