This document discusses design considerations for documents including font size and style, use of lists, columns, color, graphs/tables, letterhead, photos/drawings, sidebars, and clip art. It addresses choosing design elements that are readable and appropriate for the targeted audience. The goal is to effectively convey information through visual design.

2. Subject
Audience
Organization
Style
Tone

3. Font size and style—what size is readable for the targeted
audience? how
many styles are appropriate?
◾ Numbered and/or bulleted lists—what kind of bullets?
◾ Columns—one, two, three, or more?
◾ Color—which colors? how much color?
◾ Graphs and tables—one-, two-, or three-dimensional?
horizontal or
vertical? number of columns? color or no color?
◾ Letterhead and logo—size? location? middle, upper left or
right, or side?
◾ Photos and drawings—subject? style? black and white or
color?
◾ Sidebars—what information to highlight? where to place?
◾ Clip art—what purpose? to add humor, to set a tone, or to
celebrate a
season?

4. Technical Writing and Academic Writing
The difference between academic writing and
technical writing is in the presentation, audience, and
approach.
Academic writing (for example, personal
essays, research papers, analyses, and
arguments) is the expository and persuasive
writing (writing to
convince others) done in academic circles
It must be unified, coherent,
and well organized.
The purpose of academic writing is to expand on
an idea or make observations about human
experience
Technical writing also must be unified, coherent,
and
well organized.
Style and standard usage (the spoken and written
English expected in business communication) are
important in academic and technical writing.
Technical writing (with its headings, itemized lists,
boldfaced type, and graphics) looks different from
academic writing. Technical writing is written for a
specific audience. The subject is generally
technical, business-related, or scientific oriented
Less flexibility in the subject matter, style, and
tone.