Here’s a list to consider. You might find it useful when creating a content inventory/analysis. Or you might work with these variables to identify interaction modes that are so similar that they can be combined…

Or once you’ve nailed down the modes you need for a site/app, setting values for these variables can help you towards a definition for each mode.

Content variables

Reading age

• Word count
• Sentence length
• Paragraph length
• Simplicity vs complexity of vocabulary
• Simplicity vs complexity of concepts
  …

Tone

• Funny vs serious
• Formal vs casual (personal)
• Respectful vs irreverent (easy, happy-go-lucky)
• Enthusiastic (heartfelt) vs matter-of-fact

(List adapted slightly from https://www.nngroup.com/articles/tone-of-voice-dimensions/)

Completeness

• Top level vs selection vs full detail
• Broad vs narrow focus

Guidance type

• Prescriptive process vs all paths open
• Persuasion / compelling (promotes action)
• Recommendation / Next action clear (e.g. visual hierarchy and CTA)

Structure

• Linear vs non-linear
• Listed vs non-listed
• Consistent (repeating) vs flexible (unique)
• Questions and answers vs statements
• Narrative vs systematic
• Low vs high density
• Overlapping vs singular

Currency

• Evergreen vs update-able
• Recent vs older

Supporting media

• images/video/infographics

All content should…

• be engaging
• be collocated with similar content
• be placed separately from different content
• provide an information scent (descriptive, consistent labels)
• convey its boundaries
• be accessible
• be available via multiple access paths
• be relevant
• be useful
• be usable
• be findable
• be credible
• be desirable
• be valuable / purposeful

(this last list was adapted from http://boxesandarrows.com/content-analysis-heuristics/ Fred Leise, March 12, 2007 – and from Peter Morville via https://www.interaction-design.org/literature/article/the-7-factors-that-influence-user-experience)