1. Writing & Speaking for Business By William H. Baker Chapter Four

2. Applying Visual Design Chapter Agenda Design procedure for text- intensive messages Design and color ideas for visually intensive messages Tools and principles for integrating graphics into business messages

3. Design of Text-Intensive Messages H A T S Headings Art Typography Spacing

4. Adequacy Include enough headings to serve as navigation guides Hierarchy The typography and placement of headings should clearly reveal document structure Headings

5. Art Tables Bar charts Maps Org. charts Flow charts Visual Options Visual Options

6. Art Information TypeEffective Ways to Present Numeric or financial dataTables, charts (bar, pie, line, etc.) People, objectsPhotographs, line drawings Organizational hierarchiesOrganization charts ProcessesFlow charts Project phasesGantt and PERT charts Geographic dataMaps with appropriate graphic enhancements Concepts or theoriesVisual metaphors or simple graphic models (lines, boxes, circles, etc.)

7. Typography Font Serif Serif Sans serif Sans serifSize 10-12 point type for most text 10-12 point type for most textStyle Bold Bold Italic Italic Color ColorAlignment Left Left Right Right Center Center Full Full

8. Spacing a.External (margins) b.Internal (within text)

9. Design Principles CARBS Contrast Alignment RepetitionBalance Spacing

10. Color Primary Colors Computer = red, green, blue Printed page = red, yellow, blue Color Mixtures Secondary color = Mixture of two primary colors Shades = Mix black plus other color Tints = Mix white plus other color

11. Color Temperature Warm Cool Warm colors ADVANCE Cool colors RECEDE ROY G BIVROY G BIV Warm Cool } }

12. Color Contrast Each color’s complement is directly across the wheel Color “value” is the relative darkness of a color DarkerLighter

13. Color Harmony Monochromatic Analogous Triad Complementary

14. Monochromatic (One color) Analogous (Two adjacent colors)

15. Triad (Colors at triangle points) Complementary (Opposite on color wheel)

16. Gray An equal mix of red, green, and blue. Gray is “color neutral” and can be used in combination with all other colors. What About Gray?

17. Color mood Influenced by nature – Red = apples, cherries – Orange = oranges, pumpkins Influenced by culture – Red = danger, emergency – Orange = Halloween www.nyapplecountry.com DANGER

18. Color Printing Spot color – PMS inks Process color – CMYK inks

19. Spot colorProcess color Color Printing