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1992-02-24
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***** E-Mail Desktop Publishing Design Course *****
*** LESSON 1 ***
The first thing to do in preparing your document is to IDENTIFY THE
MARKET.
Ask yourself: What is the document intended for? and How is the reader
going to use it?
Here are some of the possible answers.
1. To provide information or entertainment in short digestible
passages.
Possibly read intermittently and sometimes on the move.
Examples: Newspapers, magazines, and house journals are obvious
examples.
The layout has to be active. Shorter passages of text permit narrower
columns. Typefaces can be varied. Boxes, rules, and tint panels can
all help. But, don't overdue it, keep a balance between variety and
confusion. Illustration is important as is the use of white space.
2. To provide reference material which the reader wants or needs.
Usually a short read after finding a reference.
Examples: Parts lists, dictionaries, encyclopedias, and timetables.
The first requirement is easy access to a key word, phrase, or number
usually followed by a short text or other information. Key words have
to be emphasized - usually in bold. Other devices such as running
heads can be used to guide the reader. Judicious use of illustrations
is in order. A timetable does not need illustrations, whereas a map
guide to local dining spots does.
3. To impart information which the reader doesn't care if he has or
not but which you want him to have.
May be read reluctantly or under compulsion.
Examples: A great many documents come into this category such as
advertisements, charity appeals, government regulations and signing,
and others of this ilk.
In a pamphlet or booklet design, the cover design is extremely
important. Readers will have to be persuaded to open it and then go on
reading. Inside the document emphasis will be vital to get important
points across. Useful devices are color, arrows, bullets, and tint
panels. For mandatory material the message should be kept short, the
layout clear, the style consistent, and the presentation confident.
4. A guide to reader participation.
Following a step-by-step guide, possibly under pressure.
Examples: Instruction manuals, forms, questionnaires, etc.
It is important to seperate "instruction" from "comment" by varying
both the type and the layout. Like information has to be grouped
together or identified in some way. If a form needs filling in by
hand, make sure you leave sufficient space for each entry. A form with
a simple layout gives confidence to the person filling it in.
5. To provide a simple link between the author and the reader in long
prose passages.
The reading will probably be sustained and in one place.
Examples: Books (textbooks, novels, etc.)
Fiction will probably be a leisurely read and if not compulsive,
certainly voluntary. The design can therefore be passive and
congenial, not coming between the author and reader. Everything
depends on legibility and comfortable reading.
Non-fiction may also call for sustained reading but it may not be
voluntary - it may be a chore with the reader's motivation much lower
than that for fiction. The very simple style used for fiction may be a
bit boring in this case. Variations on the layout will help to make
the text more digestible and give interest to the page. Subheadings
will break up the text into manageable pieces and act as signposts
which help readers to find their way about. The use of more than one
column of text with the dynamic use of white space adds interest.
Illustrations can be used, particularly in the form of charts and
diagrams helps get the information across. Photographs give an
impression of reality but drawings allow particular points to be
highlighted.
****** End of Lesson One ******
Your comments and questions are appreciated.