Writing & Speaking for Business By William H. Baker Chapter Four
Feb 05, 2016
Writing & Speaking
for BusinessBy William H. Baker
Chapter Four
Applying Visual Design
Chapter AgendaChapter AgendaDesign procedure for text-intensive messages
Design and color ideas for visually intensive messages
Tools and principles for integrating graphics into business messages
Design of Text-Intensive Messages
HATS
Headings
Art
Typography
Spacing
AdequacyAdequacyInclude enough headings to serve as Include enough headings to serve as navigation guidesnavigation guides
HierarchyHierarchyThe typography and placement of headings The typography and placement of headings should clearly reveal document structureshould clearly reveal document structure
Headings
Before After
Art
VisualOptionsVisual
Options
Art
Information Type Effective Ways to PresentNumeric or financial data Tables, charts (bar, pie, line, etc.)
People, objects Photographs, line drawings
Organizational hierarchies Organization charts
Processes Flow charts
Project phases Gantt and PERT charts
Geographic data Maps with appropriate graphic enhancements
Concepts or theories Visual metaphors or simple graphic models (lines, boxes, circles, etc.)
Typography
FontFont• • SerifSerif• • Sans serifSans serif
SizeSize• • 10-12 point 10-12 point type for most type for most texttext
StyleStyle• • BoldBold• • ItalicItalic• • ColorColor
AlignmentAlignment• • LeftLeft• • RightRight• • CenterCenter• • FullFull
Spacing
Spacing a. External (margins)b. Internal (within text)
Design Principles
CARBS
Contrast
Alignment
RepetitionBalance
Spacing
Color
Primary ColorsPrimary Colors• Computer = red, green, blue• Printed page = red, yellow, blue
Color MixturesColor Mixtures• Secondary color = Mixture of two primary colors• Shades = Mix black plus other color• Tints = Mix white plus other color
Color Temperature
Warm Cool
Warm colors ADVANCE
Cool colorsRECEDE
ROY G BIV
Warm Cool} }
Color Contrast
Each color’s complement is directly across the wheel
Color “value” is the relative darkness of a color
Darker Lighter
Color Harmony
• Monochromatic
• Analogous
• Triad
• Complementary
Monochromatic(One color)
Analogous(Two adjacent colors)
Triad(Colors at triangle points)
Complementary(Opposite on color
wheel)
Gray•An equal mix of red, green, and blue. •Gray is “color neutral” and can be used in combination with all other colors.
What About Gray?
Color mood
Influenced by natureInfluenced by nature– Red = apples, cherries– Orange = oranges, pumpkins
Influenced by cultureInfluenced by culture– Red = danger, emergency– Orange = Halloween
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y.co
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DANGER
Color Printing
Spot colorSpot color– PMS inks
Process colorProcess color– CMYK inks
Spot color Process color
Color Printing