This document provides information about business writing genres and standard formats and design principles. It discusses common genres like letters, emails, reports and proposals. It also covers visual hierarchy and the CRAP principles of contrast, repetition, alignment and proximity to achieve effective document design. Standard formatting conventions are described for emails, business letters, and memos.

1. -
Business Writing Genres:
Format and Document Design

2. Table of Contents
About business writing genres 3-4
About standard formats and document design 5
Visual Hierarchy and CRAP Principles 10
Crap Principle 1: Contrast 7-9
Crap Principle 2: Proximity 10
Crap Principle 3: Alignment 11
Crap Principle 4: Repetition 12
Standard formatting conventions 13
Email 14-19
Business Letters 20-27
Memos /Memo Reports 28-29
2

3. About business writing genres.
Genres are categories of business writing. Here are just a few
examples:
• Business Correspondence: letters, memos, emails, and texts.
• Reports, Proposals, and White Papers: informal and formal
reports; marketing white papers.
• Application Materials: cover letter, resume, Linked-In profile page.
• Multimedia and Visual Media: podcasts, slidecasts, screencasts,
infographics (static and interactive).
• Social Media: Facebook, Twitter, Instagram, Website.
3

4. How workplace readers read.
Workplace readers do not read
linearly from start to finish as
they would a book.
Instead, they read like
newspaper readers do.
They look for the information
they need and may or may not
read an entire document or may
only skim other parts.
4

5. -- - -
□ ~ -ii I i
ii I i
--
About standard formats and document design.
1. Standard Formats evolved
over time in response to
common business writing
situations. Using standard
formatting conventions
allows the reader to discern
at-a-glance what the
document is – its genre (and
hence, what it’s for).
2. Document Design is the
practice of presenting
information in a way that
fosters efficient and effective
understanding of it.
5

6. •
1111
Visual Hierarchy
Visual hierarchy is the central
principle of document design. It
refers to how text and images are
arranged on a page that implies
how they are related
To achieve effective visual
hierarchy use the
CRAP PRINCIPLES of document
design (Contrast, Repetition,
Alignment, and Proximity).
Poor Visual
Hierarchy. Elements
are just scattered on
the page.
Effective Visual
Hierarchy provides
cues as to how the
information is
related.
6

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Crap Principle 1: Contrast
Contrast means difference and
using contrast helps to cue the
reader what information should
be read first.
To create contrast in documents
use:
Headings (and heading levels),
Bold Text of Headings,
White “Negative” Space.
If composing a document for an
external audience, consider using
color for headings and/or using a
different font style for headings.
7

8. Home Insert Draw Design Layout References
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Using heading levels.
Avoid using more than three or
four levels of headings.
Try using the styles feature in
Word for headings.
8

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Use the right amount of white space.
Too Much Too Little Just Right
9

10. Heading
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culpa qui offic ia deserunt mollit anim id est laborum.
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consectetur, adipisci velit.
HeadingLevel 1
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Crap Principle 2: Proximity
Proximity means grouping similar
elements together. It helps readers
by giving them an idea of what
information is subordinate to other
information.
To create proximity in
documents use:
Bullets,
Numbered Lists,
Indent Heading Levels
10

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eras arcu mauris, vulputate id, dictum nee, tincidunt non, nibh . Phasellus mauris purus,
congue ac, viverra ac, vestibulum ut, nibh.
Crap Principle 3: Alignment
Alignment means to align text
or other elements to a real or
imaginary vertical axis.
It tightens the design and
creates an ordered look.
11

12. 1 1
-
Crap Principle 4: Repetition
Repetition refers to formatting
the same type of information in
the same way to help readers
recognize patterns.
Repetition creates a consistent
look and feel to documents (or
web pages).
12

13. Standard Formatting Conventions for
• Emails
• Business Letters
• Memos / Memo Reports
13

14. Email Salutation and Closing
Use a formal salutation when you do not know the recipient followed
by the person's full name.
Dear John Doe
Hello John Doe
Use a formal closing.
Sincerely
Best regards
I look forward to hearing from you
If you have one, add a digital signature.
These greetings and closing statements help establish a connection
with a reader you do not know.
14

15. Email Salutation and Closing continued
Formal greetings and closings are usually not needed when you
know the recipient such as a co-worker.
In this case, an informal greeting followed by the person's first
name is used and the closing is usually just your name or initials or
the word thanks if appropriate.
Hi John
[email text]
Thanks
Jane
15

16. Punctuating email salutations.
In formal email salutations that use "Dear," place a colon after the
recipient's name because it sets a formal tone.
Dear John Doe: (formal)
Much ink has been spent by grammatical purists who insist a
comma should be be used in a direct address greeting: one that
uses "Hello" or "Hi." They rest their case on the fact that "Hi" is an
interjection while "Dear" is an adjective.
Hello, John Doe:
Hi, John
BUT.....
16

17. Writers frequently ignore this advice..
Writer's ignore the "comma rule" with such regularity that only the
grammar geeks fret over it. Here's a quote from Grammar Girl on the
email comma:
I’m always torn about whether to use the comma. It is correct, but it
seems a bit pedantic given the widespread use of the incorrect
alternative — especially when you are replying to someone who has
already done it the wrong way. Use your own judgment. I usually put
it in, but you’ll be in good company if you leave it out.
Well, I'll leave it out then.
17

18. r
-'-
Punctuating email closings.
Follow the closing word or phrase with a comma. There seems to be
less of a concern about this from grammar geeks.
Sincerely,
Thanks,
Best regards,
I'm so happy to
know that.
18

19. ~-· ..-·-------------------
• • • 8 IO(":lil ~
Options
Calibri
Send Pasto B I
To:
Cc:
Bee:
Subject:
Karen Thompson
Direct or of Professional Writing
Departm ent of English
University of Idaho
875 Perim et er Drive MS 1102
Moscow, Idaho 83844-1102
(208) 885-6156
Off ice: Brink Hall Room 216
,. T A
-
Email signature information.
Typically a signature section
will include the writer's name,
title, business or organization
name, snail mail address,
phone number and office
location if applicable.
For students, it’s a good idea
to include your major.
19

20. GIS Today's Technology for Tomorrow 's World
Green Tecbnka l Syscems
April 30,2008
Mr.John Lockhart
President
JSKLMarketingLtd
949ParkAvenue,Suite 900
Sacramento, California95605
Dear Mr.Lockhart
12345Urce nway Koad Urccnca,tle 1~ 64332
I would like to take this opportunity to introduce myself as your Green Technical Systems'
Training Manager and welcome you as a valued customer
GTS has developed a highlyinnovative and exciting training course, which I have been
providing to our customers for more than eight years. I have enclosed our latest brochure
outlining all class modules and a background of my training experience
The courses are very comprehensive and interactive and will help your employees expand
their knowledge of GTS professional applications . Our goal is to give attendees as much
product and software education as possible in a manner that will allow them to become
productive immediately.
Other key benefits include the following·
Classes are held at the convenience of our customers .
The train ing will allow JSK L employees to ask specific questions related
to their job responsibilities while still covering the core curriculum
The train ing will improve and increase productivity and job
accountability
The course curricu lum is developed and budgeted specifically
for each customer at the time t he product is installed
I will be contacting you in a few days to schedule a visit to your office to discuss course
details and training dates . However, if you need to get in touch wi th me beforehand, please
call me at 1.888.555.1212. We val ue the comments of our customers and we hope you will
share your thoughts with us
Thank you for your business. We are sure you will find our products, service, and training
course highly satisfactory. I look forward to meeting you and the JSK L Marketing staff.
Sincerely,
Marj orie Baker
Training Ma nager
Enclosures: (2) GTS Training Course Brochure & Bio
Standard format for business letters.
Date
Inside Address which is the Recipient's
Name
Title if Applicable
Address
Subject (not always used)
Salutation
Body
Closing
Signature Information
Enclosures (if applicable)
20

21. Business letter salutation and closing.
Use a formal salutation followed by the recipients full name and
ending with a colon.
Dear John Doe:
Hello John Doe:
Use a formal closing followed by a comma.
Sincerely,
Best regards,
I look forward to hearing from you,
If sending as an attachment, add a digital signature.
If sending through snail mail, sign the letter.
21

22. Using a subject line.
Subject lines immediately cue the reader as to
what your business letter is about.
In American English, the subject line is
commonly placed above the salutation.
In British English, the subject line is commonly
placed below the salutation.
To distinguish your subject line from the rest of
the letter use “Subject:” or ”Re:” (which is an
abbreviation for “regarding.”
22

23. Block Modified Block Semi Block
Three standard layouts for business letters.
1. Block
2. Modified Block
3. Semi Block
23

24. Clcmng
Company Name and/or Logo
1049 Michigan Ave . N.
Chicago , IL 60611 ·2273
November 18, 20XX
CERTIFIED MAIL
Al1ention Manager
JP Mulual Funds
7257 Charle$ Plz,
Omaha , NE68 114-3219
Dear Elden
PERSONAL BUSINESS BLOCK STYL
Your lefephone call on Wed nesday wa
since college has been exciting as well
If you had taken keyboard ing as I reco 1
wouldn't be asking me now for a model
correspondence ! Bu1I am glad to SvPJ
at the left margin).
Use the software defaul t or 1"'side ma1
the top of the paper. Key lhe date on t
AHletter parts are separate d by a doub
quadruple space (4 returns) is left beM
the complimentary dose and lhe keyec
I am attach Ing a page from a reference
again it you need more help.
Cordially
Andrea Rialto
Attachmen t
The Personal Business Le11er can be d
Personal Bus
Block
Block Format
Most common format for
business letters.
All elements of the letter are
aligned to the left margin of
the page.
It has a neat and simple
appearance and is
considered the most formal of
the three layouts.
24

25. Or-. C.-.rolrn IJrom
Director of ~~ rch
fa an, &Auoc iate,;
Trnn~1X1rt.1lionEnginccn
520Ni;ipr.i Strtt t
8r.iinu·tt. MA02184
38140.akLlne
Oedh:ini .MA02 180
[:)ic,«'111bocr 3.ZO..·
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.son~ ln<.lahtInto1hc""'OrkI mo'~'t'ntU;). lly do~solobor:uoryt«h nldnn,
Modified Block •OJ'ldeffortVlkr.unSingh$~1'11 ln show­
c·nl$Md ~.Mc<-werernoschd:i>ful,
Si1t«rdy.
LutaWM~
l.csAlc ':mLm
Modified Block Format
In the modified block style
the sender's address (if not
using letterhead)
date, closing and signature
information are slightly to the
right of the center of the
paper.
This format is considered less
formal.
25

26. Ms. Eva Le"i s
931E. Land Dm <e
Mem1;his, T 38111
Dear Ms. Lewis:
M~r·y E. Kl~rbel
230 ViSl!l Dl'ive
Memplus, TN 38130
(555) 555-3822
June 20, 2000
I amapplying ror LheTechnic.al V.'nier posihon advertised ,n the fone, 2000. Memphis
~1lag_1Wne. l•1y relevruu experier1ce1sdiverse and tahlishes n1e as a first-class candidate for tlus
oppo,1u:nity.
My ,'TI1i,1g.e:.xp,erlence 1se.x1e11sive.Iatn c1.1trentl ernplo ed as a srnff•1ec:h11icalw'rlter ror a
loca.Jeompan . M pnst ,';'Qrk expenence include! bUSlnes:saJldFreelancew-ri1ing_and ed11iny. A l
in c:urroot en1plo1er, I drafl 1edHucal descriptions of 1>roducts for the company w'ebs11e and
inamtrun an •ar,dnll ne luredocume111a1ion such astheemplo •eehru1dbook.
Addiuo11ally, I edit ric1ion mruwscriplSfor M ontine e-book~')ubhshmg co,npan ., pecifically, I
- ind spelling. In my editrng role, I have regular iruemction
5em J8Joek
:Jeduled at our convenience. I ma tbe reachedat the
1our cortsidero1ion.
Srncere1,
M01y Klaebel
Semi Modified Block Format
In the semi block style is the
same as block format but
paragraphs are indented.
Again, this format is
considered less formal.
26

27. ame of Document and/or Wr iter's ame Page 10£12
nI-leader Close OJ
Standard format for secondary pages (all print documents).
For all documents that are over one page, the pages after the first
one, need information in the header area and page numbers.
The information should cue the reader to know which document they
are reading and the page numbers alert them to where they are at in
the document.
Learning how to use the heading templates in Word with the field
feature (Mac) or quick parts (PC) to add page numbers is useful
because once the header is set up, you don't have to type it again.
27

28. Memorandum
To: Nam:! of Recipient
From: Nam:! of Writer
Date: Date Sent
Subject: What the Memo is About
Lorem ipsum dolor sit amet. consectetur adipiscing elit. sed do eiusmod
tempor incididunt ut labore et dOlore magna aliqua. Ut enim ad minim veniam.
quis nostrud exercitatio n ullamco taboris nisi ut aliquip ex ea commodo
consequa t.
Heading
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu
f ugiat nulla paria: ur. Excepteu r sint occaecat cupidatat non proident. sunt in
culpa qui otfic ia deserunt mollit anim id est laborum.
• Sed ut perspiciatis unde omnis iste natus error sit voluptatem
accusant ium doloremque laudantium.
• Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut
fugit. sed quia consequunt ur mag.nidolores eos qui.
• Neque porroquisquam est. qui dolorem ipsum quia dolor sit amet,
consectetU'. adipisci veliL
Heading
Et harum quidem rerum facilis est et expedita distinctio . Nam libero tempcre ,
cum soluta nobisest eligendi optio cumque nihil imped it quo minus id quod
maxime placeat facere possimus, omnis voluptas assume nda est. omnis dolor
repellendus.
Temporibus auten quibusdam et aut off iciis debitis aut rerum necessitatib us
saepe eveniet ut et voluptates repudlandae sint et molestiae non recusandae.
ltaque earum reflJm hie tenetur a sapiente delectus, ut aut reiciendis
voluptatibus maiores alias consequat ur aut perferen dis doloribus asperiores
repellat."
Standard format for memos and memo reports.
The title “memo” or
"memorandum" signals the reader
is getting an internal document.
The section below the title creates
a record of who received the
document, who wrote it, when,
and why (conveyed by the subject
line).
Use single-spaced, left-justified
text, and add a line of white space
to separate paragraphs.
Typically, a memo or memo report
does not use a closing line.
28

29. Standard rhetorical moves for introductions.
When someone requests information from you, remind them in an
introductory paragraph that they requested it and add a forecasting
statement about what is in the document.
Here is the information you requested about X. Included in the
sections that follow are A, B, and C.
This memo contains the information you requested about X. The
following sections explain A, B, and C.
When readers didn’t request the information, make it clear why you
are writing in the first sentence.
This memo explains problems we are having with X. The extent
of the problems are . . .
29