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Document Design: Guidelines for Effective Information Layout Shelley Thomas
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Overview Course Description Rhetorical Situation Visual/Verbal Cognates Advantages of Effective Document Design
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Course Description Course Goals Approach each document according to its rhetorical situation Understand why each element in a document “works” or “does not work,” using the six cognates Find the appropriate tool to complete the document
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Rhetorical Situation Audience Purpose Context
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Functions of Design Provides access to information Aids comprehension Enhances recall Motivates readers Meets readers’ expectations Facilitates ongoing use
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Visual/Verbal Cognates Arrangement and Emphasis Visual structure and organization Clarity and Conciseness Functional matters of style – readability Tone and Ethos Users’ subjective responses to the visual signals
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Visual/Verbal Cognates — Arrangement Arrangement— shows structure of information Through numbering Through lay out 1. 2. 3. 4. 5. 6. 1.0 1.1 1.2 2.0 2.1 2.2
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Visual/Verbal Cognates — Emphasis Emphasis— controls what stands out
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Visual/Verbal Cognates — Clarity Clarity—helps readers to access information quickly Encompasses many design elements Typefaces Easy to read ? Appropriate for audience ? Demonstrates professionalism ? Easy-to-read all caps ?
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Visual/Verbal Cognates — Clarity (con’t) Charts Illustrations
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Visual/Verbal Cognates — Conciseness Conciseness—designs that are appropriately succinct Charts are too concise to communicate effectively
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Visual/Verbal Cognates — Conciseness Information consolidated Be careful of those stray fish.
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Visual/Verbal Cognates — Tone and Ethos Tone—reveals the designer’s attitude toward the audience Ethos—cultivates a sense of credibility with the audience
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Rhetorical Impact of Visual Language Interdependence of cognate strategies Closely related to each other, a tight- knit family Elements work in concert, not in isolation, balancing and complementing one another One strategy impacts other strategies and must be constantly monitored
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Document Design Decisions Do I use text or a visual representation? Where do I place text, visuals? How many columns should I use? How do I group common elements? What type styles and sizes should I use? How do I accommodate different types of readers?
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Advantages of Effective Document Design Accommodates different types of reading Points readers to most important material Promotes comprehension Enhances recall GOAL: Instant and lasting communication
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