“Document design is the field concerned with creating texts, that is books, pamphlets, posters and others that integrate words and pictures in ways that help people to achieve their specific goals for using texts at home, school, or work” (Shriver, 1997).
Good document designs
• Guide readers through by directing attention.
• Create retention value on important points.
• Increase reader interest.
• Achieve focus through
– Conscious use of design principles
– Graphic aids
– Attention-getting format devices
• Reflect and enhance the desired message.
The principles of design are qualities important to any visual presentation. According to Reep (2006), 4 general principles are to be considered when designing any document:
– Balance
– Proportion
– Sequence
– Consistency
Balance
Page balance is about comparable visual “weight” on both sides of a page.
· Weight matters!
· Big weighs more than small.
· Dark weighs more than light.
· Color weighs more than black and white.
· Unusual shapes weigh more than simple circles and squares.
· Positioning – where the above elements are placed and used offers perspective on how to use the document.
· Arrangement – arrange elements so that the overall look is held together in harmony.
Proportion
· Size and placement of text, graphic aids and format elements – serves as a guide and help draw attention to what matters more on the page.
· The Rule of Thirds technique helps to establish proportion in an image.
Sequence
· Establish the hierarchy in the best possible order for easy comprehension.
· Draw the eye to the most important point and then to the next.
· Readers tend to read starting from top left and then scan down left-right before ending downwards towards right. Read about the Gutenberg diagram (cited in Butler, et.al. 2003).
· Use ‘weightier’, that is, heavier colours to guide desired direction and sequence.
Consistency
· Keep to similar features, similar elements and similar styles.
· Keep margins and indentations uniform.
· Typeface – Use the same family of fonts to avoid disjointed content.
The use of white space, colour, typographic devices, graphic image, graphic aids and formatting elements are also pertinent to good document design. Good document design aids document usability and offers clarity of content and message.
Related readings:
Reference
Butler J, Holden K, Lidwell W 2003, Universal Principles of Design: 100 ways to enhance usability, influence perception, increase appeal, make better design decisions, and teach through design, Rockport Publishers, Beverley, MA.
Reep DC 2006, Technical Writing, 6th edn, Pearson/Longman, New York.
Shriver KA 1997, Dynamics in Document Design, John Wiley & Sons, New York.
