Call to Write, Third edition

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Call to Write, Third edition

• Chapter Nineteen Visual Design

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Chapter overview

• Two reasons to consider visual design in a
  writing class
  
• Basic principles of visual design
• Basic purposes of visual design

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Why look at visual design in a writing course?

• There are two reasons
• The ability to read and evaluate visual messages
  has become part of the new kind of literacy.
  
• Visual design is a factor in producing print and
  digital texts.

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The goal of the chapter

• See the intro to the chapter, page 636.
• To help you understand design so that you can
  produce documents that
  
• Fit the situation
• Help readers navigate the page (move around to
  find the important information)
  
• Influence readers in ways that you intend

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Visual design and purpose Information

• One of the main functions of design is to
  identify things, places, publications, and
  organizations.

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Company logos and trademarks

• Everyday we see thousands of logos and
  trademarks, from our breakfast cereal to our
  vehicle, computer, jeans, and favorite fast food.
  
• We see signs for Coke, Pepsi,, Dell, Gateway,
  Hyvee, Ford, Lee, Disney more!

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Three kinds of visual information

• Textual
• Representational
• Numerical
• We will look at each type now.

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Textual graphics

• Used to organize and display words, phrases,
  sentences, or paragraphs.
  
• Emphasize key points.

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Textual graphics examples

• Bulleted lists
• Pull quotes
• Tables
• Charts
• Timelines

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Representational graphics

• Refers to the use of pictures to orient readers
  in time and space
  
• Also used to illustrate processes (for example,
  how to change the oil, the process of
  photosynthesis, or how to burn a CD)
  

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Representational graphics, cont.

• Show the relationships of objects to each other
• Capture events (the big football game,
  celebrating a successful campaign, wedding and
  baby photos)
  
• Think of how hard it would be to perform many
  tasks without some pictures to guide you, and how
  much we value pictures of special events and
  people.

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Numerical graphics

• The final type of visual is numerical. This
  includes the following
  
• Tables of numbers
• Line graphs
• Bar charts
• Pie charts

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Ethics

• Notice the comment about how easy it is to
  distort things (either by accident or intention)
  with visuals.
  
• There is an example, too. The first graph
  exaggerates the increase in fuel efficiency of
  cars. The revised graph on the next page is much
  closer to the truth.

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A second purpose persuasion

• Visuals can have a very persuasive impact
  Remember the photos of the burning twin towers
  and reports of people buying flags, red and blue
  ribbons, donating blood and giving money?
• See the posters on page 641 The Uncle Sam poster
  is one of the definitive images of our country
  during that era.
  
• Note the other images in this section.

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Four Basic Principles (CARP)

• One way to remember these four things is to think
  of an acronym such as CARP.
  
• Contrast Refers to providing something
  interesting to catch the eye (bold)
  
• Align (place) visual elements Refers to where
  you put them on the page
  
• Repetition Repeat a visual element throughout a
  document
  
• Proximity Group similar items together

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Working with type

• We wont cover every detail in this section, but
  you should look it over several items are
  extremely important.
  
• We need white space, so chunk down paragraphs and
  make them more readable.
  
• Its difficult to read ALL CAPS.
• Some type faces are easier to read than others
  Many should be used sparingly, and only for
  titles or decorative purposes.

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Planning a visual design

• See page 628-629 for five things to consider when
  planning a visual design.
  
• Notice that this section echoes the writing
  process planning, making a rough sketch, and
  then producing a more polished final product.

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Keep this book!

• Many of you will end up helping to produce a
  flyer, newsletter, brochure, or other print
  publication.
  
• This chapter lists guidelines for each one,
  pointing out the features of successful examples.
  
  
• Refer to pages 630-633.

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Newsweek and visual design

• Grab one of the issues of Newsweek magazine and
  take a look.
  
• Notice how skillfully it uses CARP in the overall
  page layout, as well as in ads.
  
• Notice how the mix of text, white space,
  photographs, and other graphics create a very
  appealing layout that invites you to read.

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Student Companion Website

• Go to the student side of the Web site for
  exercises, chapter overviews, and links to
  writing resources for this chapter
  
• http//www.ablongman.com/trimbur
• Click on the textbook cover, and then select
  Student Resources.