Notes to Chapter Ten

04/22/23Designing Visual Language-Chapter 101

Notes to Chapter TenNotes to Chapter TenEnglish 308


Supra-Level ElementsSupra-Level Elements

Supra-level designCoordinates and unifies all of the elements

of a documentIs an important part of all documents—print,

or electronic


Supra-level DesignSupra-level DesignFocuses on improving the usability of documents The paper size, orientation and shape of a

document is a supra-level choice The use of consistent graphic elements, pictures,

symbols and icons are supra-level choices The use of headers and footers, bleed and die-cut

tabs, field borders and many other choices are supra-level and all have a significant impact on the usability of the document


Supra-level CohesionSupra-level Cohesion Supra-level design choices might be used to unify not

just a single document, but a whole series of documents Consistent design creates a common “look and feel” to

the documents, making them easier to use Some examples of such consistent design include web

sites where the pages share a common navigation interface, telephone directories where information is located in approximately the same location regardless of location, and a published series of textbooks which share a common look and feel


Conventions of Supra-level Conventions of Supra-level Design—Textual ElementsDesign—Textual ElementsTextual elements frequently mark the beginning of new sections and are used to create cohesion across text fields

For example


Supra-textual ElementsSupra-textual Elements Titles on cover pages initiate a document Section headings mark major boundaries within a

document Initial letters tell readers where to start on a given page Tabs provide access points in longer documents Navigational bars give users access to pages in a web site Headers and footers tie together pages or screens within a

section Background text and watermarks link pages


Textual ConventionsTextual ConventionsSupra-textual elements often conform to

accepted conventions—in fact, over time these conventions create a consistent look and feel for a company’s or organization’s documents

These conventional supra-textual elements might be very rigid


Textual ConventionsTextual ConventionsFormal ReportsFormal Reports Formal reports have title pages, often

section title pages, and page headers or footers

Web sites also have title (home) pages that introduce or provide links to a series of screens.


Textual ConventionsTextual ConventionsTraining MaterialsTraining Materials Training materials often use tab headings

to increase access; catalogs use internal tabs

Web sites use various kinds of navigational buttons for links


Textual ConventionsTextual ConventionsNewslettersNewsletters Use initial letters (or drop caps) to start

articles Web sites might also use initial letters

This is an example of using initial letters to mark the beginning of an article. A variation of this device is the drop initial cap which is shown in the text box to the right.

This is an example of

using a drop initial cap to mark the beginning of an article. It is a variation of the initial cap which is shown in the text box to the left.


Textual ConventionsTextual ConventionsOfficial DocumentsOfficial Documents Often have faint text, watermark text, or

embossed text embedded in the pages Web sites often make use of watermark

backgrounds, but such backgrounds can be found on a broad range of documents

This certificate honors the recipient as

most outstanding student in English

Writing 401


Conventions of Supra-level Conventions of Supra-level Design—Spatial ElementsDesign—Spatial ElementsSpatial decisions includeThe size, shape, orientation of the page

and the documentHow the document is physically contained

(i.e. within a jacket, folder, pouch, binder, or laminated cover)

The paper stock, or print or display surface


Supra-Spatial VocabularySupra-Spatial Vocabulary

Paper documents come in many sizes Portrait pages are oriented with the long sides at

the sides Landscape pages are oriented with the long sides

at the top and bottom Folded pages are usually folded in the middle Tri-fold pages are folded in three sections and

usually only consist of a single page


Supra-Spatial VocabularySupra-Spatial VocabularyPaper documents come in many shapes They might be die-cut (by a printer) to have a

shape other than rectangular They might be punched such as a door-knob

hanger They might have cut out shapes so that readers

can see text on an inside page They might hold other documents in folds,

pouches or pockets They might be perforated for easy tearing


Supra-Spatial VocabularySupra-Spatial Vocabulary

Paper documents come in many texturesThey might be printed on thin photocopy-

quality paper (20 lbs stock)They might be printed on heavier “rag”

stock (24 lbs. and up)They might be printed on heavy cardstock

(60 lbs and up)They might be laminated


Supra-Spatial DesignSupra-Spatial Design

In an electronic medium the screen is a window

















Supra-spatial ConventionSupra-spatial ConventionOften tied to storage, retrieval and

transport systemsFor print documents, that means

envelopes, three-ring binders, folders and so on

For web pages, that means the width and resolution of standard display devices


Conventions of Supra-level Conventions of Supra-level Design—Graphic ElementsDesign—Graphic ElementsGraphic elementsProvide boundaries between text sectionsGive the document cohesionExpress a theme or mood


Supra-Graphic VocabularySupra-Graphic VocabularyGraphic elements give the document shape and structure They include lines or shading in page headers or footers

or in the margins of fields, or shading that bleeds to the edge of the page

They include borders, icons or shading or color that ties textual elements together

They include data display frames or shading They include the background color of a page or screen as

well as watermarks or images placed behind the text


Applying the Cognate StrategiesApplying the Cognate Strategies

How do we apply this rich visual vocabulary to document design?

We can do so by considering the six cognate strategies.


Arrangement QuestionsArrangement QuestionsHow can I structure the document so

readers easily access information?How can I use supra-level design to

enhance the document’s usability?


Arrangement StrategiesArrangement Strategies

Create visual patterns thatGive readers a quick map of the document

by identifying the key units and subunitsCreate cohesion among the units and

subunits by bonding them visually


7

4

Arrangement StrategiesArrangement StrategiesSupra-textual elements that create structure and cohesion

TitleSection 1

1

1

Section 22

5

2

3

6

8


Arrangement StrategiesArrangement StrategiesSupra-textual elements that create structure and cohesion


Arrangement StrategiesArrangement StrategiesConsistent arrangement of text and pictures to signal new sections


Arrangement StrategiesArrangement Strategies

Cascading pages for usability

Medical W

aiver

History

Personal Information

Introduction


Emphasis QuestionsEmphasis QuestionsWhich aspects of the document do I want

readers to notice when they encounter the document, however long and complex?

How can I get readers to notice these elements?


Emphasis StrategiesEmphasis Strategies In textual mode, title pages, chapter and section titles,

numbers and tab labels all signal major breaks in the document

In the graphic mode, the color or texture of a page, graphic cues for section breaks or for alerting readers to important information are all emphasis strategies

In web design graphic cues for emphasis can be quite dramatic and must be used sparingly

In the spatial mode, the most common emphasis strategy is altering the size and shape of pages


Emphasis StrategiesEmphasis StrategiesTextual elements can create emphasis

Section

Title

Heading


Emphasis StrategiesEmphasis StrategiesTabs—another emphasis strategy

abc

def


Emphasis StrategiesEmphasis StrategiesGraphic cues that provide emphasis

Chapter

Chapter


Emphasis StrategiesEmphasis StrategiesSpatial changes for emphasis


Clarity QuestionsClarity QuestionsHow can I use supra-level design to signal

the function of the document, its genre, its structure, or its points of access?

How can I use supra-level design to make the document durable?


Clarity StrategiesClarity Strategies

Supra-level elements enhance clarity bySignaling the document’s purposeMaking its structure transparentGiving users access to its informationMaking that information durable


Clarity Strategies: PurposeClarity Strategies: Purpose

Supra-level design Gives readers clues about the type of

document they’re looking atOrients them to a basic purposeCan camouflage purpose deliberately (as

in sales materials)


Clarity Strategies: StructureClarity Strategies: StructureTop-down understanding of the document’s structure


Clarity Strategies: AccessClarity Strategies: AccessProviding quick access to parts is a clarity strategy

Benefits

Travel

Pensions


Conciseness QuestionsConciseness QuestionsHow can I get the most impact for the least

use of design elements?How can I avoid over-designing the

document, making it look cumbersome or confusing?


Conciseness StrategiesConciseness Strategies Because supra-level design is so conspicuous, its

excesses are usually easy to spot Overkill in print drives up production costs and

can make a document unusable Overkill in web documents can drive users away

(complex pages take longer to load, are more subject to error, and might simple annoy users


Tone QuestionsTone QuestionsHow do I want supra-level design to come

across to my readers?Serious, friendly, authoritative, formal,

informal, technical, low-key, humorous, eloquent, breezy?


Tone StrategiesTone StrategiesSupra-level elements immediately give

documents a voice.The question, though, remains: is it the

right voice?


Tone StrategiesTone Strategies










Ethos QuestionsEthos QuestionsHow can I use supra-level design to create

credibility for me, the other authors, or the organization?

How can I make supra-level design look professional?


Ethos StrategiesEthos Strategies

Supra-level design can strongly influence whether readers believe that a document speaks honestly or whether its authors are competent enough to be trusted.

As the earlier web site examples show, ethos is difficult to earn and easy to lose.


ConclusionConclusion

Remember that the six cognate strategies do not exist in separate, isolated packages but constantly work together (and at times against one another) to respond to the rhetorical situation.