General principlesGeneral principlesof publication designof publication design

English 314English 314Technical communicationTechnical communication

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These are principles that work not only in business documents, but in many applications, from business cards to newspaper pages.

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These are principles that work not only in business documents, but in many applications, from business cards to newspaper pages.

Credit where credit is due …Credit where credit is due …

Robin WilliamsRobin Williams Susan HilligossSusan Hilligossand Tharon Howardand Tharon Howard

Most of this material comes from these two sources. The one on the right is written by professors here at Clemson.

Most of this material comes from these two sources. The one on the right is written by professors here at Clemson.

General princiGeneral principlples of publicationes of publication designdesign

Chapter 8:Chapter 8:SimplicitySimplicity SymmetrySymmetry ConsistencyConsistency ReadabilityReadability UsabilityUsability

You have gone over some of these principles as we’ve discussed instructions and longer reports. So you already have been working with these five principles of technical communications design, which are discussed in Chapter 8 of our book.

You have gone over some of these principles as we’ve discussed instructions and longer reports. So you already have been working with these five principles of technical communications design, which are discussed in Chapter 8 of our book.

Four conceptsFour concepts

ContrastContrast

AlignmentAlignment

RepetitionRepetition

ProximityProximity

But this book offers four principles that I think you can apply across the board, no matter what kind of document you are designing. I think they also are relevant to architecture and product design. Here’s a memory peg for remembering them, “CARP.”

But this book offers four principles that I think you can apply across the board, no matter what kind of document you are designing. I think they also are relevant to architecture and product design. Here’s a memory peg for remembering them, “CARP.”

ProximityProximity

““Proximity, or closeness, implies a relationship.”Proximity, or closeness, implies a relationship.”

Principle One is proximity. Robin Williams describes it this way: “Closeness implies a relationship.”Principle One is proximity. Robin Williams describes it this way: “Closeness implies a relationship.”

ProximityProximity

Key idea:Key idea:

““Group related items together”Group related items together”

This is how you apply proximity. This is how you apply proximity.

ProximityProximity

All examples from All examples from The Non-Designer’s Design BookThe Non-Designer’s Design Book

Problem:

Reader’s eye Reader’s eye must bounce all must bounce all around card to around card to obtain informationobtain information

Here’s an example of a proximity problem. I’ve seen this kind of design often, however. This must be the name of a band!

Here’s an example of a proximity problem. I’ve seen this kind of design often, however. This must be the name of a band!

ProximityProximity

Solution:Solution:

Group together Group together related elementsrelated elements

Simply by grouping related items, you make this card much more understandable and memorable. Simply by grouping related items, you make this card much more understandable and memorable.

ProximityProximity

Problems:Problems:

The two items in top left are in close The two items in top left are in close proximity but not relatedproximity but not related

Gaps separate related itemsGaps separate related items

Here are the same problems again. Look at the ad, and think about how the proximity of elements might be changed to improve this.

Here are the same problems again. Look at the ad, and think about how the proximity of elements might be changed to improve this.

ProximityProximity

SolSolutution:ion:

Regroup informationRegroup informationChange to caps/lowercaseChange to caps/lowercaseUse squared edgesUse squared edgesLet image break out of boxLet image break out of box

Robin Williams definitely regrouped information here to relate information. But she also made some other design changes to add visual appeal to this ad.

Robin Williams definitely regrouped information here to relate information. But she also made some other design changes to add visual appeal to this ad.

ProximityProximity

Problem:Problem:

Everything is close Everything is close to everything elseto everything else

Here we go again: a shopping list; all things are equal. Here we go again: a shopping list; all things are equal.

ProximityProximity

Solution:Solution:

Contents are Contents are groupedgrouped

Contrast is added Contrast is added with with headlines/rulesheadlines/rules

But note how pulling related items into proximity with each other makes this information easier to use. The logic of its organization is clear now. Also, note how contrasting typography, to create subheadings, help “chunk” the information. Subheadings in a report do the same thing. Use them!

But note how pulling related items into proximity with each other makes this information easier to use. The logic of its organization is clear now. Also, note how contrasting typography, to create subheadings, help “chunk” the information. Subheadings in a report do the same thing. Use them!

AlignmentAlignment

Key idea:Key idea:

“ “Nothing should be placed on Nothing should be placed on the page arbitrarily. Every item the page arbitrarily. Every item should have a visual connection should have a visual connection with something else on the with something else on the page.”page.”

Now let’s talk about alignment. Here is the key idea: Visually connect the elements. Now let’s talk about alignment. Here is the key idea: Visually connect the elements.

AlignmentAlignment

No element has No element has any connection any connection to the others.to the others.

Elements aligned

Aligning information, in this case, flush right, really helps. Proximity and contrast also are being used here.

Aligning information, in this case, flush right, really helps. Proximity and contrast also are being used here.

AlignmentAlignment

Here’s a pretty standard layout, centered.Here’s a pretty standard layout, centered.

AlignmentAlignment

But look how much crisper it looks with alignment, plus some thought about proximity.But look how much crisper it looks with alignment, plus some thought about proximity.

AlignmentAlignment

Trapped Trapped white space white space pushes pushes elements elements apartapart

Does the text go with the cartoon, or are they independent chunks of information? The ragged right type seems to separate the elements.

Does the text go with the cartoon, or are they independent chunks of information? The ragged right type seems to separate the elements.

AlignmentAlignment

““Find a Find a strong line strong line and use it.” and use it.” Flush right Flush right type type makes use makes use of image’s of image’s border.border.

Change the alignment, and it becomes obvious that they go together. Note the strong lines Robin Williams uses in this example to get alignment. Flush right type, strong vertical line on the cartoon.

Change the alignment, and it becomes obvious that they go together. Note the strong lines Robin Williams uses in this example to get alignment. Flush right type, strong vertical line on the cartoon.

RepetitionRepetition

Key idea:Key idea:

““Repeat some aspect of the Repeat some aspect of the design throughout the entire design throughout the entire piece.”piece.”

Principle 3 is repetition. Principle 3 is repetition.

RepetitionRepetition

When you get to When you get to the end of the the end of the information, information, does your eye does your eye just wander off just wander off the card?the card?

Here we go with the band again. Not a bad card, right? But note the question here: Now look at the change ...

Here we go with the band again. Not a bad card, right? But note the question here: Now look at the change ...

RepetitionRepetition

Repeated bold Repeated bold type encourages type encourages reader to reader to “bounce” “bounce” between the two between the two dominant dominant typefacestypefaces

Boldfacing that number, so it pairs with the headline, really makes it jump, and it hold your eye on the information.

Boldfacing that number, so it pairs with the headline, really makes it jump, and it hold your eye on the information.

ContrastContrast

Problem:

What is the focus?

Border? Eagles? Type?

Our final concept is contrast. This slide shows the kind of design you see all the time from do-it-yourself Yellow Page customers. How in the world do you start accessing this information? It is daunting!

Our final concept is contrast. This slide shows the kind of design you see all the time from do-it-yourself Yellow Page customers. How in the world do you start accessing this information? It is daunting!

ContrastContrast

Solution:

Contrast

Alignment

Repetition

Proximity

Here is the same ad with all four principles being applied. How are they being used here? Here is the same ad with all four principles being applied. How are they being used here?

The endThe end