Designing Readable White Papers

DESIGNING READABLE WHITE PAPERS

#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

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.

POOR VISUAL HIERARCHY

ontrast

epetition

lignment

roximity

C

AR

PWhat does that spell? (Wait, what?)

Create contrast with color.

CONTRAST – BE BOLD

Create contrast with typeface.

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

REPETITION

ALIGNMENT

Strong alignments guide the reader’s eye.

PRO TIP 1: Don’t center everything.

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

PROXIMITY

Keep related ideas together.

Someone failed to consider proximity…

Sample redesign

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

When in doubt, remember: simpler is better.