Visual Visual ProofreadingProofreading

By Tiffany ChappelleBy Tiffany Chappelle

10 Rules to Visual 10 Rules to Visual ProofreadingProofreading

1. Is the layout Simple?1. Is the layout Simple? What elements you can remove losing What elements you can remove losing

the message?the message? Systematically remove visual elements from Systematically remove visual elements from

your layout, one by one, and evaluate. Start your layout, one by one, and evaluate. Start with the more insignificant ones like with the more insignificant ones like borders, rules or drop capsborders, rules or drop caps

Does it still work?Does it still work?

10 Rules of Visual 10 Rules of Visual ProofreadingProofreading

2. Does the layout hold together ?2. Does the layout hold together ? Test your layout by squinting at itTest your layout by squinting at it Is the layout seen and perceived as a Is the layout seen and perceived as a

single, unified whole? Are there things single, unified whole? Are there things that just don’t feel right?that just don’t feel right? Hold the layout up to a mirror…. Now how Hold the layout up to a mirror…. Now how

does it lookdoes it look What’s out of place ?What’s out of place ? See any holes ?See any holes ?

10 Rules of Visual 10 Rules of Visual ProofreadingProofreading

3. Does the most important element 3. Does the most important element dominate ?dominate ? Is there a single visual element that Is there a single visual element that

commands the first attentioncommands the first attention Hand it to a fellow worker, or a friend. Hand it to a fellow worker, or a friend.

Ask them what was their first visual Ask them what was their first visual impression.impression.

10 Rules of Visual 10 Rules of Visual ProofreadingProofreading

4. Is there an obvious and logical visual 4. Is there an obvious and logical visual flow ?flow ? Does the visual flow work with gravity? Or Does the visual flow work with gravity? Or

against it? against it? Does the eye flow from one element to the next Does the eye flow from one element to the next

the way you want it to? the way you want it to? Count the steps it takes to get to the message. Count the steps it takes to get to the message.

Are there more than two? Are there more than two? In "flash-card" fashion, show the layout (quickly) to an In "flash-card" fashion, show the layout (quickly) to an

unsuspecting viewer... what's the first thing they saw. unsuspecting viewer... what's the first thing they saw. Next? Next? Is that what you intended? Next? Next? Is that what you intended?

Does it reinforce your copy line? Does it reinforce your copy line?

10 Rules of Visual 10 Rules of Visual ProofreadingProofreading

5. Are all the graphic elements 5. Are all the graphic elements visually balanced? visually balanced? Where is it heavy? Where is it light? Where is it heavy? Where is it light?

Is the spread top-heavy or does the weight Is the spread top-heavy or does the weight fall too low? fall too low?

What is the item next to the heavy spot? What is the item next to the heavy spot? Is that where you want your reader to look Is that where you want your reader to look

next? next?

10 Rules of Visual 10 Rules of Visual ProofreadingProofreading

6. 6. Is the space attractive?Is the space attractive? Is the division of space within the layout Is the division of space within the layout

attractive? Is something too large? Too attractive? Is something too large? Too small? small?

Are there holes in the layout. Once Are there holes in the layout. Once again look at the piece in a mirror. again look at the piece in a mirror.

Does everything look right? Does everything look right?

10 Rules of Visual 10 Rules of Visual ProofreadingProofreading

7. 7. Is there white space?Is there white space? Is it properly positioned? Is it toward Is it properly positioned? Is it toward

the outside? the outside? Does it visually "push" what you want it Does it visually "push" what you want it

to? Once again, squint. to? Once again, squint. Are there any holes? Can they be moved Are there any holes? Can they be moved

to the outside? to the outside?

10 Rules of Visual 10 Rules of Visual ProofreadingProofreading

8. 8. Do the headlines have impact?Do the headlines have impact? Have you avoided overly long headlines. Are Have you avoided overly long headlines. Are

they broken for quick reading? they broken for quick reading? Have someone read them aloud to you. Did they Have someone read them aloud to you. Did they

read them in a single breath? Did they stumble? read them in a single breath? Did they stumble? Did they make sense... to you? To the reader? Did they make sense... to you? To the reader?

Is the illustration or photo appropriate? Is the illustration or photo appropriate? Do visuals support the personality and Do visuals support the personality and

"ambience" of your message? "ambience" of your message? Do they offer meaning, even if the reader Do they offer meaning, even if the reader

doesn't read the text? doesn't read the text? Do they need captions? Do they send a Do they need captions? Do they send a

message? message? Is it the correct message? Is it the correct message?

10 Rules of Visual 10 Rules of Visual ProofreadingProofreading

9. 9. Is there a visual storyline?Is there a visual storyline? Sometimes it sounds strange to think of Sometimes it sounds strange to think of

"visually" designing a story line. But "visually" designing a story line. But consider this: if the reader feels consider this: if the reader feels comfortable with a beginning, a middle comfortable with a beginning, a middle and an ending to the visual story, they're and an ending to the visual story, they're much more likely to be pulled in. much more likely to be pulled in.

You'll also have a better chance to pull in the You'll also have a better chance to pull in the typical browser who doesn't like to read at all. typical browser who doesn't like to read at all. So ask: does the visual "story" progress to the So ask: does the visual "story" progress to the desired ending? desired ending?

10 Rules of Visual 10 Rules of Visual ProofreadingProofreading

10. 10. Does the whole layout feel Does the whole layout feel good?good? When the layout "feels" good, you know When the layout "feels" good, you know

your readers will be comfortable with it. your readers will be comfortable with it.

ConclusionConclusion

These 10 steps are used to help the These 10 steps are used to help the writer have a more effective writer have a more effective publication or paper.publication or paper.

Questions ????Questions ????