The document provides guidelines for designing readable white papers that will engage busy readers. It recommends understanding the target readers and designing for skimming by using clear visual hierarchies, chunking content into bite-sized sections with white space, using meaningful headings and topic sentences. Specific design tips include using contrasting colors and typefaces for headings, repetition to link elements, strong alignments, proximity of related ideas, and simplicity.

1. DESIGNING READABLE WHITE PAPERS

2. #1 rule of document design:
UNDERSTAND YOUR READERS
• They’re busy.
• They don’t care about you or your ideas
(or even if they do, they won’t
necessarily take the time to read
something that looks difficult.
• They will skim.
AND DESIGN ACCORDINGLY

3. GENERAL STRATEGIES
• Create a clear visual hierarchy.
• Chunk into bite-size pieces – use white
space.
• Use meaningful headings.
• Use clear topic sentences to facilitate
skimming.
• Be as concise as possible while still being
persuasive.

5. POOR VISUAL HIERARCHY

6. ontrast
epetition
lignment
roximity
C
A
R
P
What does that spell? (Wait, what?)

7. Create contrast
with color.
CONTRAST – BE BOLD

8. Create contrast with typeface.

9. Repeat colors, headings/subheading types,
words to create clear visual hierarchy.
REPETITION

10. ALIGNMENT
Strong alignments guide the reader’s eye.

12. PRO TIP 1: Don’t center everything.

13. PRO TIP 2: Use a grid to design (and
the rule of thirds).

14. PROXIMITY
Keep related ideas together.

15. Someone failed to consider proximity…

16. Sample redesign

17. WORD tools for
document design…
• Header/footer
• Tables
• Shapes
• Text boxes
• Columns
• Insert photos/text wrap

18. When in doubt, remember: simpler is better.