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- Many readers look at visuals first to get the information they need. Most users who do read the text depend on visuals to help them grasp the information fully and quickly. Try to think visually any time you’re doing the following: Giving an overview, describing a process or an architecture, describing a grouping or a hierarchy, explaining a database structure, or tracing a data flow.
- Effective design principles include using objects and metaphors that are familiar to your reader; giving your reviewers an early opportunity to review the initial graphics (otherwise known as ‘roughs’ or ‘mock-ups’) for appropriateness, clarity, and accuracy; omitting extraneous details and information, and balancing the graphic by providing an obvious visual center or focal point.
- Other effective techniques include using print or graphic effects, such as size, shape, and color to guide your reader’s eye to the message; using such things as tables, or a top-to-bottom or left-to-right directional flow to speed up your reader’s comprehension; forming a conceptual group of objects with the same color, size, or shape for clear differentiation and improved reader retention; and using no more than five different symbols in a document to avoid confusing your reader.
- To produce an effective page layout, you must know the purpose of the publication. What is effective for one publication may not be for another type of publication. For example, the purpose of a marketing document is to capture your reader’s attention and sell them something, so you would use a variety of techniques, including color, large amounts of white space, graphics, a variety of type sizes, styles, audio, and video. In contrast, the purpose of a reference document is to present information in a format that makes information retrieval quick and easy for your reader. In this case, you would use lines, different heading levels, indention, tables, and lists to identify different types of information on a page.
- Keep the following points in mind when planning and designing your graphics: Keep the information as brief and as simple as possible. Try to present only one topic in each graphic. Label or caption each graphic carefully so that it is intuitive for your reader. When necessary, include a key (or legend) that identifies all symbols. Make the lettering horizontal for easy reading. Position the graphic as close as possible after the text that refers to it. Keep terminology consistent. And if three or more graphics or tables are used in the document, number the graphics or tables consecutively.
- If more than five graphics or tables appear in a report, list them by title, together with the figure and page numbers, under a separate heading (‘List of Figures’ or ‘List of Tables’), which follows the Table of Contents. Except for reinforcing a company brand, or attempting to create a marketing effect, graphics should never be used as ornaments. For technical communications, use a graphic functionally, when it makes a direct contribution to your reader’s understanding of the subject matter. Your writing must provide context and significance for the graphic.
- Format is the physical arrangement and general appearance of content in a document. The type of writing project normally determines the format you’ll use. Formal reports, memorandums, questionnaires, progress reports, proposals, technical manuals, and the like, have standard formats. Some may, for example, include a preface or an executive abstract, a glossary, a table of contents, a list of figures and tables, an index, or a bibliography.
- Some documents may use such devices as headers and footers, graphics, indentation, and references or footnotes—others may not.
- Format can make the document easier on the reader’s eye. In the Western world, the top left-hand corner of the page is where the reader’s eye looks first. By providing quick and easy access to information that’s useful and relevant to your reader, you will have achieved your ultimate objective: the clear and effective delivery and transfer of knowledge and information. Visual uniformity and subordination improves the reader’s understanding of content. A well-thought-out format not only improves readability, it speeds up reader comprehension, and improves knowledge retention.
- A sound format includes type styles (fonts), type sizes, and spacing arranged in particular typographic conventions that are universally accepted. Spacing is defined as the space between characters, words, lines of type, paragraphs, and the space within the borders of a page. It plays a major part in the visual flow and readability of a page. Good spacing is the range of white space in which typographical elements are neither crowded nor appear incoherent because of too much white space. Spacing can be used by grouping objects together and by dividing a drawing into sections. For example, using consistent spacing among like objects, and using equal spacing between objects in a series.
- Headings are used to flag important topics and sub-topics, and to provide the typographical continuity and subordination in a section (or chapter) of a document. This can be accomplished by designating the position and size of headings, as well as upper case, lower case, and bold face. Use alpha or numeric sequencing in a document with many internal references and cross-references. Sub-headings, sub-steps, lists, index subentries and procedural sub-steps should be indented, indicating subordination.
- Here are some reasons for using graphics: Graphics can emphasize points in the text. Graphics can increase your reader’s interest in the material. Graphics can replace, clarify, or simplify technical information. Graphics appeal to right-brain functioning, providing another means for communicating information to your reader. Graphics can increase the ability to skim and scan. Graphics can build a model in the reader’s mind.
- Graphics can also promote reader recall. Graphics can highlight important information. Graphics can show processes. Graphics can support inexperienced and visual learners. And finally, graphics can highlight relationships that are lost in the text.
- Using graphics helps your reader absorb the facts and ideas you’re presenting. Some common types of graphics are photographs/illustrations, screen shots, graphs, drawings, flowcharts, organizational charts, pie charts, schematic diagrams, and maps .
- Screen shots should show the entire process from the user’s perspective. They should show, as nearly as possible, how each screen will appear for the step being discussed. Much information can be conveyed with descriptive and concise captions, which can help reinforce important points in the text. Screen shots are considered figures, name them (according to task or procedure) and number them (if there are more than three figures in the document) accordingly.
- Maintaining a clear sense of flow or direction in a graphic helps your reader assimilate the contents. Your reader’s attention should be led from one part of a graphic to another in the simplest manner. Varying size (or scale) helps to differentiate objects in a drawing. Size can also indicate the relative importance of objects, while similarity in size and proportion tends to group objects. However, too many different sizes can cause ambiguity or confusion, while using a balanced proportion, promotes harmony between different parts of a graphic. Position and align objects with respect to one another—based on obvious divisions, such as midpoints, endpoints, centers, and quadrants.
- Web-based and other online user interfaces provide many opportunities to make information delivery more intuitive, realistic, and personal. Streamline your information architecture and keep your web site shallow by consolidating as many information pointers on your home page as possible, while keeping the page layout clean, simple, and clutter-free. Have no more than five or six anchored components on your web page. Use image links, a combination of drop-down (vertical) menu list links, punch-out (horizontal) menu list links, and intuitive labeling for informative drill-downs.
- Keep your site as shallow as possible. This means drill-downs should be no more than three deep: a user should be able to open any page on your site, or an external site, within three clicks. Think about providing a site-map navigator as your virtual ‘floor plan’ of the site. Roll up components (i.e., topics, headings, and lists of links) and consolidate information even further by grouping and categorizing your roll-ups. Provide your user with an escape hatch to a ‘live’ human voice, such as a link to a telephone connection for help or additional information.
- Provide audio and video supplements for a more personable and realistic form of information delivery. For example, include a video of the CEO giving a short introduction of the company’s history, products, services, and mission statement. Don’t just tell the user about the product with text, show the user. Put the product into motion so it’s realistic and meaningful to the user; for example, have a ‘Take a Tour’ section. Make the user experience interactive: Provide a dummy form of the product for the user to actually work with; for example, have a ‘Test Drive’ section.
- If possible, take your user to the next level of interactivity: Present a realistic problem to be solved, or a goal to be achieved, by using your product in a mock exercise that’s slightly challenging for your user. This experience generates a potent effect, allowing your user to feel empowered while creating his or her own product knowledge and perceptions. Also provide user feedback channels via telephone, email, and form submission. Insert these ‘feedback’ points at strategic places. Feedback could include comments about web content or design, about the product or service, or about additional information.
- Attempt to be Section 508-Compliant, where possible. Section 508 is a US government ruling that requires Federal agencies to make their electronic and information technology accessible to people with disabilities, so that they can obtain and use information quickly and easily. To keep users coming back, otherwise known as ‘stickiness’, it’s a good idea, where appropriate, to develop a community area. And finally, think about ‘communication plumbing’, e.g., using your database to push information to the user, or having the user pull selected information from your web site; using conditional/personalized information, implementing the most effective delivery channels and delivery times…
- … also one-to-one, one-to-many, and many-to-many communication, and think about your method of developing the information, e.g., should it be sequential? by comparison? spatial? chronological? by order of importance? division and classification? general-to-specific? or by cause and effect? Remember to plan and implement your communications plumbing for the utmost efficacy.