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

ww

w.n

yapp

leco

untr

y.co

m

DANGER

Color Printing

Spot colorSpot color– PMS inks

Process colorProcess color– CMYK inks

Spot color Process color

Color Printing