For course on rhetorical style.

1. DESIGNING READABLE WHITE PAPERS

2. #1 rule of document design:
UNDERSTAND YOUR READERS
• They’re busy.
• They don’t care about you or your ideas
(or even if they do, they won’t
necessarily take the time to read
something that looks difficult.
• They will skim.
AND DESIGN ACCORDINGLY

3. GENERAL STRATEGIES
• Create a clear visual hierarchy.
• Chunk into bite-size pieces – use white
space.
• Use meaningful headings.
• Use clear topic sentences to facilitate
skimming.
• Be as concise as possible while still being
persuasive.

5. POOR VISUAL HIERARCHY

6. ontrast
epetition
lignment
roximity
C
A
R
P
What does that spell? (Wait, what?)

7. Create contrast
with color.
CONTRAST – BE BOLD

8. Create contrast with typeface.

9. Repeat colors, headings/subheading types,
words to create clear visual hierarchy.
REPETITION

10. ALIGNMENT
Strong alignments guide the reader’s eye.

12. PRO TIP 1: Don’t center everything.

13. PRO TIP 2: Use a grid to design (and
the rule of thirds).

14. PROXIMITY
Keep related ideas together.

15. Someone failed to consider proximity…

16. Sample redesign

17. WORD tools for
document design…
• Header/footer
• Tables
• Shapes
• Text boxes
• Columns
• Insert photos/text wrap

18. When in doubt, remember: simpler is better.