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the rhetorical situation audience purpose context
design principles arrangement emphasis contrast repetition alignment proximity
(some) variables
margins blank space paragraph spacing paragraph length line spacing line length justification type sizes and typefaces
(fonts) type features (e.g., bold,
italics, strikethrough)
letter case highlighting color graphics, images,
icons, symbols tables, charts,
diagrams columns headings headers and footers page numbers
document design includes
The use of all of which should be guided by:
arrangementemphasis
contrastrepetitionalignmentproximity
“The intelligent and informed management of white space will do more to improve your visual communication than any other design decision.”
(Alex W. White)
contrast
contrast aids in the organization of information and creates hierarchy
contrast can add clarity
contrast can make the page/screen look more interesting
if two items are different, make them really different; avoid doing wimpy contrast—make contrast strong
black and white (strongest visual contrast)
strong contrast betweencurve of icon and smooth,simple, lowercase, sansserif font face
repetition
repetition unifies elements throughout a document
repetition adds visual interest
repetition develops organization and creates consistency
repeat some aspect of a design (e.g., horizontal rule, a certain type of bullet, a type of font) throughout an entire page or site
avoid repeating an element so much that it becomes annoying or overwhelming
running headerIncluding author/organization and graphic line
running footer including page number and graphicline
nothing should be placed on a page arbitrarily
avoid using more than two text alignments on a page
balance image and text alignment carefully
center alignment and full alignment are more difficult to read than right alignment
images are center aligned,vertically arranged
image arranged centered and leftof text
text is left aligned orleft justified; headings flush left
body text generouslyindented on page;left aligned withragged right margin
heading level 1 flush left, no indent
proximity
proximity helps to organize elements, imply relationships
proximity helps with use of blank space
proximity reduces clutter
create visual relationships with elements that belong together
avoid too many separate elements on one page
don’t stick things in the corners and in the middle of the page
institute’s name and contact infoin close proximity
individual’s name and contact infoin close proximity