1 Technical Communication A Reader-Centred Approach First Canadian Edition Paul V. Anderson Kerry Surman

2 Designing Pages and Screens Chapter 16

3 (c) 2007 Nelson, a division of Thomson Canada Limited Learning Objectives Recognize the impact of design elements on usability and persuasiveness Recognize the impact of design elements on usability and persuasiveness List the six types of design elements List the six types of design elements Apply the four principles of design to pages and screens Apply the four principles of design to pages and screens

4 (c) 2007 Nelson, a division of Thomson Canada Limited The Impact of Visual Design Graphic elements and text combine to make a visual impact Graphic elements and text combine to make a visual impact Visual design has an impact on usability and persuasiveness Visual design has an impact on usability and persuasiveness Focus on your readers when you make your design decisions Focus on your readers when you make your design decisions

5 (c) 2007 Nelson, a division of Thomson Canada Limited Good Design Increases Usability Good design helps readers understand your information Good design helps readers understand your information Good design helps headers locate information Good design helps headers locate information Good design helps readers notice highly important content Good design helps readers notice highly important content

6 (c) 2007 Nelson, a division of Thomson Canada Limited Good Design Increases Persuasiveness Good design encourages readers to feel good about the communication itself Good design encourages readers to feel good about the communication itself Good design encourages readers to feel good about the communication’s subject matter Good design encourages readers to feel good about the communication’s subject matter

7 (c) 2007 Nelson, a division of Thomson Canada Limited Design Elements of a Communication Six types of elements to work with when designing pages, screens, or websites Six types of elements to work with when designing pages, screens, or websites These elements can create effective, attractive, and interesting designs These elements can create effective, attractive, and interesting designs – See Figure 16.1, page 391

8 (c) 2007 Nelson, a division of Thomson Canada Limited Six Design Elements Text Text Headings and titles Headings and titles Graphics Graphics White space White space Headers and footers Headers and footers Physical features Physical features

9 (c) 2007 Nelson, a division of Thomson Canada Limited Four Basic Design Principles You can coordinate these six elements by applying four principles You can coordinate these six elements by applying four principles – Proximity – Alignment – Contrast – Repetition

10 (c) 2007 Nelson, a division of Thomson Canada Limited Four Basic Design Principles (continued) Proximity Proximity – When two or more items on a page are closely related, you should signal this relationship by placing them in close proximity Alignment Alignment – Everything placed on a page should have a visual connection with something else; you can establish these connections by aligning related elements

11 (c) 2007 Nelson, a division of Thomson Canada Limited Four Basic Design Principles (continued) Contrast Contrast – To establish a hierarchy of importance or to focus a reader’s attention, you must make some things look different than others Repetition Repetition – The pages in a document should look like they belong to a cohesive whole; you can provide this visual unity by repeating design elements

12 (c) 2007 Nelson, a division of Thomson Canada Limited Guidelines for Designing Pages and Screens Begin by considering your readers and purpose Begin by considering your readers and purpose Use proximity to group related elements Use proximity to group related elements Alight related visual elements with one another Alight related visual elements with one another Use contrast to establish hierarchy and focus Use contrast to establish hierarchy and focus

13 (c) 2007 Nelson, a division of Thomson Canada Limited Guidelines for Designing Pages and Screens (continued) Use repetition to unify your communication visually Use repetition to unify your communication visually Select type that is easy to read Select type that is easy to read Design your overall document for ease of use and attractiveness Design your overall document for ease of use and attractiveness

14 (c) 2007 Nelson, a division of Thomson Canada Limited Begin By Considering Your Readers and Purpose Your design decisions should be influenced by Your design decisions should be influenced by – Who your readers are – What tasks your communication should enable readers to perform – How you want to influence readers’ attitudes

15 (c) 2007 Nelson, a division of Thomson Canada Limited Use Proximity to Group-Related Elements Use less white space Use less white space – Below headings than above – Between titles and the figures they label than you use to separate the figure from adjacent items – Between items in a list subgroup than between subgroups – See Figure 16.2, page 393

16 (c) 2007 Nelson, a division of Thomson Canada Limited Align Related Visual Elements with One Another Form a grid Form a grid Use gutters between columns and rows Use gutters between columns and rows Emphasize items by spanning columns Emphasize items by spanning columns – See Figure 16.3, page 395 Align items flush left or right Align items flush left or right Use borders or frames Use borders or frames – See Figure 16.4, page 396

17 (c) 2007 Nelson, a division of Thomson Canada Limited Use Contrast to Establish Hierarchy and Focus Create distinctions between four text items Create distinctions between four text items – Paragraphs – Headings – Figure titles – Headers and footers

18 (c) 2007 Nelson, a division of Thomson Canada Limited Use Contrast to Establish Hierarchy and Focus (continued) Control four variables Control four variables – Size – Type treatment – Colour – Typeface To create even greater contrast, coordinate the variables to reinforce one another To create even greater contrast, coordinate the variables to reinforce one another – See Figure 16.5, page 399, and Figure 16.6, page 400

19 (c) 2007 Nelson, a division of Thomson Canada Limited Use Repetition to Unify Your Communication Visually Make the pages harmonize visually in a way that supports use and creates a pleasing design Make the pages harmonize visually in a way that supports use and creates a pleasing design – Use the same grid pattern throughout – Use consistent type treatments – Even in different section, use repetition for pages and headings of the same type – See Figure 16.7, page 401

20 (c) 2007 Nelson, a division of Thomson Canada Limited Select Type That is Easy to Read In extended text, serif type is easier to read In extended text, serif type is easier to read Preferences depend on culture and familiarity with typeface Preferences depend on culture and familiarity with typeface Type must be large enough, regardless of typeface Type must be large enough, regardless of typeface Considerations for on-screen reading differ Considerations for on-screen reading differ

21 (c) 2007 Nelson, a division of Thomson Canada Limited Principles of Type Selection Use a typeface with strong, distinct main lines Use a typeface with strong, distinct main lines Avoid italics for more than a sentence than a time Avoid italics for more than a sentence than a time Avoid using all capital letters for more than a few words at a time Avoid using all capital letters for more than a few words at a time

22 (c) 2007 Nelson, a division of Thomson Canada Limited Procedures for Designing Pages Determine the amount of text and graphics you will include Determine the amount of text and graphics you will include Draw thumbnail sketches of a variety of grid patterns Draw thumbnail sketches of a variety of grid patterns – See Figure 16.8, page 404 Create a mockup with software Create a mockup with software

23 (c) 2007 Nelson, a division of Thomson Canada Limited Procedures for Designing Pages (continued) Use software’s style features to simplify creation of your finished communication Use software’s style features to simplify creation of your finished communication – See Figure 16.9, page 405 Test your final pages Test your final pages

24 (c) 2007 Nelson, a division of Thomson Canada Limited Design Your Overall Document for Ease of Use and Attractiveness Think about how to design the elements on the page and the overall product Think about how to design the elements on the page and the overall product – Size – Shape – Binding – Paper

25 (c) 2007 Nelson, a division of Thomson Canada Limited Graphic Design of Web Pages Guidelines are valid for pages to be read online Guidelines are valid for pages to be read online Additional considerations in the graphic design of webpages are outlined in Additional considerations in the graphic design of webpages are outlined in Chapter 5 Chapter 5

26 (c) 2007 Nelson, a division of Thomson Canada Limited In Summary Coordinate your design elements effectively by applying design principles to pages and screens Coordinate your design elements effectively by applying design principles to pages and screens Use strong visual design to increase your communication’s usability and persuasiveness Use strong visual design to increase your communication’s usability and persuasiveness