
Document planning and design is of paramount importance when intended for distribution. A document must be attractive, and be logical in style and structure. It must be clear, concise and easy to follow. At first, this may seem a relatively simple concept, however it can be much more complicated than one might expect.
Documents are designed to communicate information to a specific audience. Parker (1990) declares when planning a document for publication, ‘if you’re unclear about the purpose and undecided about the sequence and relative importance of the information you want to communicate, you’re in dangerous waters’. It must be absolutely clear what you wish to communicate and how to place information throughout the document based on salience.
When planning a document’s layout for print, how it will appear once published must be considered. Colour schemes, fonts, graphics and images are extremely important and are only the tip of the iceberg of what needs to be measured. Colours be especially influential on the overall appearance of a document should it be printed on a black and white printer. When a document is being designed for publication on the internet, many more factors come into play. When a person views an online document, it must be acknowledged that there are countless distractions that can interfere with the communication and interpretation of a website’s content. Poorly designed websites can appear overwhelming and it’s all too easy to lose an audience when better options are only a click away.
A webpage needs to be well organised and attractive to the viewer’s eye. It needs to attract a viewer’s attention and maintain it throughout the navigation process. Parker (1990) advises to ‘always design for the worst possible circumstances. By doing this, not only will your design survive the harshest reading circumstances, but will be even more successful in normal circumstances’. Parker (1990) also notes that reading information off a computer screen involves projected light and creates more foreground/background contrast than reading off of a page, which uses reflected light. For this reason, when designing for online, text font and colour should be selected with this in mind.
There are endless factors which should be considered when designing documents and as is evident, what applies to one format may not to another. What is for certain is that the intended audience should always be considered throughout the designing and planning process. If this is kept as a key thought, and with trial and error, there is greater chance of producing an attractive and effective document.
Reference: Parker, R C, 1990, 'Looking good in print', 5th edn, Paraglyph Press, Scottsdale AZ
Image Source: New York Times