1. Document Design and Presentation
Dr. David Blakesley, Professor of English, Purdue University
Brought to you in cooperation with the Purdue Online Writing Lab
2. Effective technical communication integrates
textual and visual elements:
Topics:
•Document format and layout: Communicates
document genre – a report, a letter, etc.
•Document headings: Helps aid document navigation
and introduce and describe ideas in document sections
•Information graphics: Communicates technical
information visually, ex. line graphs, bar graphs, pie
charts, tables, flowcharts, diagrams, maps, etc.
Using Visuals to Inform
and Persuade
3. Effective technical communication
integrates textual and visual elements:
Topics, cont.:
•Typography: Fonts, typefaces, and point size help
enhance readability
•Research posters: Good posters catch reader’s
attention and make key information understandable
Using Visuals to Inform
and Persuade
4. Format and layout choices communicate
information about the document’s genre
•Different genres have different purposes and
different reader expectations
•Your format and layout choices begin
communicating this message
Compare the following documents and think about how
the format and layout affects the message being sent.
Using Visuals to Inform &
Persuade: Format & Layout
5. Sample 1
What kind of document is this?
Why do you think the author
wrote this document?
What kind of information is
communicated in a document
like this?
How do you think format and
layout affects a reader’s
Expectations and needs?
Using Visuals to Inform &
Persuade: Format & Layout
6. Using Visuals to Inform &
Persuade: Format & Layout
Sample 2
What kind of document is this?
Why do you think the author
wrote this document?
What kind of information is
communicated in a document
like this?
How do you think format and
layout affects a reader’s
Expectations and needs?
7. Headings help document navigation and
introduce and describe the ideas contained in
each section.
• Headings should work with the table of
contents to help readers find information
quickly and easily
• Headings should be descriptive
Using Visuals to Inform
& Persuade: Headings
8. From The Thomson Handbook by David Blakesley and Jeffrey Hoogeveen.
Boston: Cengage/Wadsworth, 2008.
Using Visuals to Inform
& Persuade: Headings
9. Information graphics work with text to
communicate technical information
Visual content correlates to the text but
serves different functions
Using Visuals to Inform &
Persuade: Information Graphics
10. From The Thomson Handbook
Using Visuals to Inform &
Persuade: Information Graphics
11. From The Thomson Handbook
Using Visuals to Inform &
Persuade: Information Graphics
12. Line graphs show relationships between and among
types of data
• Data in line graphs are divided into logical units
plotted along the vertical and horizontal axes
Using Visuals to Inform &
Persuade: Information Graphics
0
20
40
60
80
100
Jul. 07 Dec. 07 Feb. 08 Apr. 08
Asphalt
Concrete
Example: The change in quantity (e.g. revenue) over time
13. Bar graphs show comparative relationships across a
data set, correlated with a common reference point
0 50 100
Jul. 07
Dec. 07
Feb. 08
Apr. 08
Concrete
Asphalt
Using Visuals to Inform &
Persuade: Information Graphics
14. Pie charts show the relative quantities of the
components of something
• Slices in any pie chart must add up to 100%
70%
20%
10%
Federal
Indiana
Purdue
Using Visuals to Inform &
Persuade: Information Graphics
15. Flowcharts include visual illustrations and arrows
to show how a process unfolds over time or how
one idea or action leads to another.
Process Data
Decision
Manual
Operation
Document Terminator
Using Visuals to Inform &
Persuade: Information Graphics
16. Tables are visual displays of data and enable readers to
compare information and quickly view findings.
Using Visuals to Inform &
Persuade: Information Graphics
17. Diagrams are illustrations of something that consists of
parts (such as an engine)
• These illustrations provide viewers with an idea of
orientation and perspective.
Using Visuals to Inform &
Persuade: Information Graphics
18. Venn diagrams use circles or arcs to show how one
thing intersects or overlaps with something else
From Learn NC: http://www.learnnc.org/reference/Venn+diagram
Using Visuals to Inform &
Persuade: Information Graphics
19. Maps are visual illustrations of a
physical space (such as a state,
city, or mall) and/or are used to
associate a region or idea with an
event, action, or other
phenomenon.
Using Visuals to Inform &
Persuade: Information Graphics
20. 1. Every image should serve specific function
• Either as an illustration or as content for analysis
2. Always introduce and explain visuals
• Images and infographics should be placed after
they are first mentioned and as near as possible to
the point of reference (exceptions for Transportation Research
Board submission guides)
Using Visuals to Inform
& Persuade: Tips
How you use visuals is just as important as the
textual content of a document:
21. Using Visuals, Tips (cont.):
1.Caption every photograph and illustration (exceptions for specific
style guides and citation methods, ex. APA, MLA, etc.)
• Captions for charts, graphs, and tables should
summarize the content of the visual (follow Transportation
Research Board submission guides)
2.Copyright and Permission information should accompany
all images and be properly cited in the caption
3.Proofread all infographics to make sure the information they
convey is correct and makes sense
4.Leave enough padding (white space) around the image so
that the text doesn’t run up against it
Using Visuals to Inform
& Persuade: Tips
22. Basic Principles of Graphic Design
• Proximity - a way to convey meaningful relationships
between elements.
• Try to put closely related images and text close to
each other on the page
• Alignment - the spatial layout of elements on a page;
a discernible, visual pattern.
• Try to align every object on a page with the edges
of other elements to establish a pattern and
relationship (unless your goal is to show discord).
Using Visuals to Inform
& Persuade: Tips
23. Basics of Graphic Design (cont).:
• Repetition - a way to show meaningful connections
among types of content, pages, or regions of a page.
• Try to keep design elements (page numbers, colors)
consistent to help readers navigate documents
• Contrast - the sharp differences in color, typography, or
other design elements used to highlight or prioritize
information.
• Try to use contrast (black font against white paper)
to help convey a clear message and/or to establish
close relationships between important elements
Using Visuals to Inform
& Persuade: Tips
24. Fonts, typefaces, and point size enhance
readability
Typeface: fonts are classified as serif and sans serif
• Serif fonts have small strokes at the ends of some
lines: ex. Times New Roman
• Works well as a body font
• Sans serif fonts do not have these additional strokes:
ex. Arial
• Works well as a heading font
• Normal typeface is best for body text while special
typefaces (ex. bold, italics, etc.) should be reserved
for headings, titles, and other special elements
Using Visuals to Inform &
Persuade: Typography
25. Point size:
• For the body text in paper documents use 10-, 11-,
or 12-point fonts
• For headings vary the point size modestly
• For posters and other display documents choose
point sizes that will make information stand out
Using Visuals to Inform &
Persuade: Typography
26. Research posters should catch a reader’s
attention & make key information understandable.
Good posters:
• Display important information at conferences
• Summarize key findings of a research or lab
project (etc.)
• Tell the story of the project and provide a
snapshot of its key points or features
Using Visuals to Inform &
Persuade: Research Posters
28. Poster Tips:
1. Do your research - make sure all information is
accurate
2. Storyboard - create a mock-up of your poster
3. Grab attention - be assertive with design by using
striking (but relevant) visual elements
4. Hold attention - provide useful, precise information
that is legible from a short distance
5. Use graphical design principles:
• Contrast
• Repetition
• Alignment
• Proximity
• Establish a color scheme that complements content
Using Visuals to Inform
& Persuade: Poster Tips
29. Poster Tips (cont.):
6. Revise and edit – ask at least one other person to
read your poster
7. Using durable materials – materials should be able
to survive ordinary “bumps and bruises”
a. You may want to consider printing at home and
assembling on site
b. If you can, scout out print shops near the location
of your presentation – just in case!
Using Visuals to Inform
& Persuade: Poster Tips
30. Cut out and use these textual and graphical elements to
create your own mock up on the “trifold” slide
Title: Lorem Ipsum Dolor Sit Amet Praesent
Imperdiet Egestas Purus
Introduction
Method
Results
Conclusions
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit.
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit. Nam
turpis nunc, rutrum eget, mattis ac,
aliquet vitae, est. Quisque et
neque.
- Vestibulum tincidunt eros.
- Donec ut orci.
- Vivamus ut erat non tellus.
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit.
- Vestibulum tincidunt eros.
- Donec ut orci.
- Vivamus ut erat non tellus.
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit.
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit. Nam
turpis nunc, rutrum eget, mattis ac,
aliquet vitae, est. Quisque et
neque.
Using Visuals to Inform &
Persuade: Poster Practice
31. Lorem ipsum dolor sit amet,
consectetuer adipiscing elit.
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit. Nam
turpis nunc, rutrum eget, mattis ac,
aliquet vitae, est. Quisque et
neque.
- Vestibulum tincidunt eros.
- Donec ut orci.
- Vivamus ut erat non tellus.
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit.
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit. Nam
turpis nunc, rutrum eget, mattis ac,
aliquet vitae, est. Quisque et
neque.
- Vestibulum tincidunt eros.
- Donec ut orci.
- Vivamus ut erat non tellus.
0 50 100
Jul. 07
Dec. 07
Feb. 08
Apr. 08
Concrete
Asphalt
INDOT Budget
70%
20%
10%
Federal
Indiana
Purdue
0
20
40
60
80
100
Jul. 07 Dec. 07 Feb. 08 Apr. 08
Asphalt
Concrete
Poster Practice (cont.)
34. Purdue University Writing Lab
Heavilon 226
Web: http://owl.english.purdue.edu/
Phone: (765) 494-3723
Email: owl@owl.english.purdue.edu
Where to Go to Get
More Help
35. The End
DOCUMENT DESIGN AND PRESENTATION
Adapted by Allen Brizee & Dr. David Blakesley from The
Thomson Handbook by Dr. David Blakesley & Dr. Jeffrey L.
Hoogeveen
Brought to you in cooperation with the Purdue Online Writing Lab
Writers use visual content, such as photographs, illustrations, charts, graphs, and design elements, to inform and persuade readers, as well as to add visual interest to their documents. The emergence of new software and hardware technologies has enabled writers - not just graphic designers and programmers - to incorporate visual content into their work to help them achieve these important rhetorical goals. Writers are now called upon to communicate with wider audiences in contexts beyond the walls of the classroom - on the Web, in student-produced magazines and ezines, and in service learning projects, for example - and to develop critical literacy themselves as readers in a visual culture. The occasions for producing visually rich documents have multiplied.
The visual content you present in a document and the way you present it matter. Visual content plays two roles: (1) it presents information and arguments itself, and (2) it includes design elements that convey relationships between images and surrounding text. This presentation discusses five ways in which visuals inform and persuade (the first three are shown above): document format and layout, document headings, information graphics, typography, and presentation - poster presentations to be specific (both on the next slide).
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Any arrangement of words, images, color, data, graphs, and charts presents information and makes appeals to readers. For example, consider a personal ad placed with an online matchmaking service. Personal ads typically contain verbal content about a person’s personality, hobbies, interests, and so on, as well as a photograph. This is informative content. It is also persuasive content because it makes an appeal for action: “Contact me to see if we are compatible.” In an academic or professional context, verbal and visual information work together to convey data - test results or action plans for purchasing a new Internet server - but the verbal and visual also work together to make appeals: “My research team and the work we have done is credible. You can trust our test findings and take action based on the results.” Or in a professional context, your appeal might say this: “I’ve taken some time to look at the different servers we can choose from, and I understand our needs. Based on this work, you can trust my conclusions, and I think we should purchase X server.”
Since we now have the capability to present information and persuade using text and visuals together in word processing programs, slide presentations, and dynamic posters, we must be able to wield textual and visual messages effectively.
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Visual content serves different functions. The format and layout of a document conveys a number of messages, such as genre (memo, report, academic essay, slide presentation, etc.) and professionalism (if the document looks sloppy, it may impact the credibility of the information contained within). Design and layout elements, therefore, are very important:
Functions - Direct the reader’s eye to the most important information, express hierarchies of value and categories across information, convey tone and mood (professionalism, artistry, playfulness), express form as visual content (patterns, lines, etc.), add aesthetic appeal.
In order to master and produce these design and layout element functions, it will help to take the following steps:
Production - Learn design conventions in the particular discipline, as described in style guides, study examples of effective design, use the layout and style features of a word-processing or desktop publishing program.
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As stated above, basic format and layout elements send messages as clearly as the text contained within the document itself. This document, by its format and layout, tells readers that it is probably some kind of technical report rather than a memo or an informal email between friends.
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This document, however, tells the audience - even before they begin reading the text - that this is some sort of letter produced by someone at Purdue University. The block format and the letterhead, even if we can’t read the text, convey important messages about genre. These visual elements contribute to - or if they’re done poorly, detract from - the message’s credibility. Specifically, this document is a letter of recommendation. These letters can be very important because they can affect a person’s chances of getting into a university program or even getting a job. Therefore, every aspect of this document must be professional and send the intended messages. The letter is informative, but it is also making an appeal. The letter conveys information about the person being recommended, but it is making some important arguments, not all of which are limited to the textual content: “You can trust me when I say this person will do well in your program because I’m from a reputable university.”
If the letter of recommendation LOOKED like an informal email, the document’s credibility would be in jeopardy even before the audience began reading the text.
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Headings are very important navigation features of long documents. They should work with the table of contents to help readers find information they need quickly and easily. Therefore, the way headings look is important.
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Headings should reflect the importance of the information contained within the section. For example, an A-level heading, the heading for a major section, might be all capped, LIKE THIS. The B-level heading, the heading for a sub-section within the major section, might only have the first letter of each word capitalized, Like This. Different citation styles, like MLA and especially APA, have different requirements, so it’s important to follow these closely.
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Visual content can be used as information in a variety of situations that you’re likely to come across as you create documents for your courses and your professional tasks. These documents include websites, magazines, photographic essays, and multimedia presentations. In any of these situations, be sure that the visual content pulls its weight; it should add and clarify information and not be used purely for decorative purposes.
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Note the different types of visuals you can use in today’s multimedia environment. As stated above, individual authors can now use powerful applications, such as Photoshop, PageMaker, PowerPoint, and Dreamweaver, to create documents that integrate text and visuals together to convey information and make appeals.
Visual/Table from:The Thomson Handbook by David Blakesley and Jeffrey Hoogeveen. Boston: Cengage/Wadsworth, 2008.
Make sure to match your visuals with the function and production applicable for your given context (academic, professional) and audience.
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Visual/Table from:The Thomson Handbook by David Blakesley and Jeffrey Hoogeveen. Boston: Cengage/Wadsworth, 2008.
Line graphs show relationships among types of data, such as the change in quantity (e.g., revenue) over time. Data are divided into logical unites on the vertical and horizontal axes. A line graph showing revenue growth over time might have time units (e.g., months) placed horizontally and revenue units (e.g., dollars) vertically. In the example above, a simple line graph illustrates the differences between asphalt and concrete from summer through winter months and into the spring.
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Bar graphs show comparative relationships across a data set, correlated with a common reference point. For example, a bar graph could show how much time people in different fields spent writing at their jobs. In the example above, the bar graph shows the different amounts of time it took to repair asphalt roads versus concrete roads.
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Pie charts show the relative quantities of the components of something. You could use a pie chart to show the makeup of a group of people, with each slice of the pie having a size corresponding to the percentage of people in that group. In the example above, the pie chart illustrates the percentages of funding for INDOT (hypothetical) from three different sources.
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Flowcharts include visual illustrations and arrows to show how a process unfolds over time or how one idea or action leads to another. Flowcharts help writers show the steps in a process. In the example above, the flowchart illustrates the process for finding out the largest of three numbers.
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Tables display data and enable readers to compare data quickly and easily (or at least they should!). Poorly designed tables can be a mess of numbers, columns, and rows that cause more confusion than clarity. Therefore, it’s important to decide before you design what you want the table to SAY. While it’s unethical to manipulate tables to convey data inaccurately, you can make design decisions that present data clearly to help readers understand what you’re trying to say. Remember that text and visuals work together to help readers understand complex information so they can make decisions.
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Diagrams are illustrations of something that consists of parts (such as an engine). They provide readers with orientation and perspective. In the example above, the diagram illustrates the equivalent thicknesses of two types of pavement overlay.
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Venn diagrams use circles or arcs to show how one thing intersects or overlaps with something else. They are also used to show relationships, commonalities and differences. In the example above, this three-part Venn diagram illustrates the commonalities and differences between dogs, humans, and lizards.
Click mouse to advance slide. Get more quantifiable Venn diagram before posting to OWL.
Maps are visual illustrations of physical space (such as a city or mall). Maps are also used to associate a region or idea with an event, action, or other phenomenon. So, for example, neuroscientists might develop a cognitive map that shows what parts of the brain perform which functions. The map above illustrates the road network of the state of Indiana in the United States.
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Visuals should be chosen with consideration of how they will help you accomplish your rhetorical goals in a given context, and they should serve a specific purpose. You will need to decide whether to include visuals at all and, if you do include them, which kind of visuals you need and how to present them. The tips included on the next four slides should help you integrate visuals into your document.
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Words have a dialectical relationship with nearby images. Words comment on images; images help illustrate or explain verbal content. The viewer’s eye tends to be drawn to the visual, but words also shape the reader’s perception. There’s no guarantee that readers will see what you want them to see, so, as a writer, guide readers by using some basic principles for effectively integrating visual content into a text.
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A primary goal of graphic designers is to present content so that visual, design, and textual content work in harmony to convey information and create the desired effect. That goal is one to work for, whether your material is a brochure for a student club or program, a poster for a special event, a business card, or a research report that uses the visual representation of data to reinforce or extend an argument. The principles of proximity, alignment, repetition, and contrast can be followed to make sure that your visual and design content works in concert with your verbal content so that you communicate efficiently or argue effectively.
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Proximity, alignment, repetition, and contrast are basic principles of graphic design based on psychology’s Gestalt Theory. Dr. Stephen Bernhardt, in his landmark essay, “Seeing the Text,” (College Composition and Communication 37(Feb 1986): 66-78.) explains that Gestalt Theory “…teaches designers to organize ideas based on the following criteria:
- Equilibrium: Items in a field usually strive for balance or equilibrium with other items in the field
- Good continuation: Visual perception works to pull figures out of the background, to give them definition against the undistinguished field in which they are located
- Closure: Readers will fill in the missing gaps, to provide the missing definition
- Similarity: Units that resemble each other in shape, size, color, or direction will be seen
together as a homogonous grouping (qtd. in Brizee, “Teaching Visual Literacy and Document Design in First-Year Composition,” unpublished MA Thesis, 2003, 21).
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Typography refers to the overall balance and interplay of the letters on the page or screen. You can use typography to enhance the readability of information and to direct the flow of an argument by following design principles to establish a unified theme and style.
Distinguish body text from headings by using contrasting fonts. Serif fonts are useful for body text on a printed page, and sans serif fonts are often used for headers. You also want to check to be sure the font is legible. In addition, make sure the tone and style of the type reinforces the message of your content. A script font like Lucida Handwriting would look odd in a formal research paper, but it might work well for a short header on a poster or a Web page.
Use bold and italic for special purposes, such as to emphasize heading or words used in special senses.
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Always consider your audience when deciding on point size. In a newsletter for elders, for example, you might use 14-point instead of 10-point.
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Poster displays boards at exhibits or special events need to be easily readable from a distance. However, the information they provide is usually more detailed - for example, summarizing the key findings of a research or lab project. Project display boards “tell a story” of a project and provide the audience with a snapshot or synopsis of the project’s key points or features. Your local bookstore or art supply store may sell specially designed and foldable project display boards on which you can mount printed images and text.
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Poster display boards are large, complex documents composed of images and text. In some respects, they function like a large page and thus need to guide the reader’s eyes carefully to critical information. Plan your poster board in such a way that your reader will know how to read in sequence (if sequence matters). Don’t be afraid to use numbers or other navigation cues to help people along. Some poster sessions or exhibits may have guidelines for the layout of posters, perhaps in the interest of keeping an audience moving in a crowded space or in a competition.
The example in this slide is designed according to APA style. APA posters should be 6’ X 4’. Another popular size is 4’ X 3’. They are designed as tri-fold display boards using three columns, with the center column measuring 2’ and each side panel 1’. Presenters typically place the primary content in the center column and use the outer columns for related information or examples.
Chart/Visual from The Thomson Handbook by David Blakesley and Jeffrey Hoogeveen. Boston: Cengage/Wadsworth, 2008.
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This list outlines some tips for composing and constructing a trifold poster display.
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Always have someone else look at your poster before you display it.
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To practice designing and composing a poster display board, try completing a mockup. Print the slides and cut out the design elements. Then layout the elements on the trifold slide. When you’re happy with the design, tape down the elements and take a step back. How does it look? Are your messages clear? Does the poster work from a distance? How does it look up close?
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Print and cut out these design elements for your poster mockup.
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Print this slide and use it as your trifold board.
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Remember, there are many different ways to design a trifold. This mockup follows the APA design; it’s pretty conservative. Depending on your goals, context, and audience, you may want to break some rules to convey your message.
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Rationale: Purdue students are invited to meet with a tutor to assist with writing challenges on an individual basis. Viewers outside of Purdue may receive assistance through the OWL (Online Writing Lab) and answers to quick questions through the OWL email service.
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