App A (p. A1-17)

 Saves time and money  Reduces legal problems  Builds goodwill  Attractive pages look friendly, aids readability  Grouping ideas shows structure 8-2

 Think about design at each step  As you plan, think about audience ▪ Skilled or busy? ▪ Read straight through or skip around?  As you write, use lists, headings.  Use visuals to convey numerical data clearly  Get feedback from your audience  As you revise, check the design guidelines that follow 8-3

 What are conventions?  Vary widely by audience, geographic area, industry, or department  Change over time  Rarely use Courier typeface anymore  Italicize magazine titles rather than underline  Violating is risky  Presents incorrect interpretations  Signals author is unreliable or unknowledgeable

Use these eight guidelines to create visually attractive documents. 1. Use white space 2. Use headings 3. Limit words in all capital letters 4. Use no more than two fonts per document 5. Justify margins selectively 6. Put key items at top left or bottom right 7. Use a grid for graphic unity 8. Use highlighting, decorative devices, and color in moderation 8-5

 A graphic should...  Contribute to overall meaning  Reinforce and supplement written or spoken words  Communicate ideas that cannot be conveyed effectively in written form  Have a simple, effective design that is easy to understand  Depict information honestly

 Introduce graphic, show it, then interpret and analyze  When possible, position graphic immediately following text introducing it  Avoid only restating what graphic shows; instead, interpret based on audience interest

Shopping Locations A key finding from the A.T. Kearney Omnichannel Shopping Preferences Study is that although digital retailing is capturing headlines and inspiring spirited debate as retailers plan investments for the future, physical stores continue to be customers’ preferred shopping channel and a place where the most significant consumer and retailer value is created. Figure 1. P references for shopping locations The study found that Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque ac posuere leo. Nunc rhoncus leo et ante mollis, non iaculis neque laoreet. Proin sapien erat, tristique non mauris a, tristique posuere elit. In at arcu cursus, bibendum sapien ut, malesuada ante. Aenean hendrerit, leo nec pharetra efficitur, nunc risus sagittis justo, nec suscipit tellus turpis ac sem. Donec ut lectus sit amet nisl vestibulum porta sed sit amet massa. Etc… etc… etc…

Figure 1 shows preferences for shopping locations. POOR because reader gains nothing more than figure title. About two thirds of the consumers preferred to shop in suburban areas rather than in the city. (See Figure 1.) About two thirds of the consumers preferred to shop in suburban areas rather than in the city. (See Figure 1.) ACCEPTABLE because it interprets data but puts figure reference in parentheses rather than integrating into sentence. Continued

As shown in Figure 1, about two thirds of the consumers preferred to shop in suburban areas rather than in the city. IMPROVED but puts reference to figure at beginning, detracting from data interpretation. About two thirds of the consumers preferred to shop in suburban areas rather than in the city, as shown in Figure 1. BEST for introducing figures because it talks about the graphic and also includes introductory phrasing, but only after stressing main point.

First, think about audience and purpose… Use this process to create effective brochures 1. Determine your objectives 2. Identify your target audiences 3. Identify central selling point 4. Choose image you want to project 5. Identify objections; brainstorm ways to deal with them 8-11

 What is the color of money? Of love? Of the ocean? In the United States, most people respond that money is green, love is red and the ocean is blue.

6. Draft text to see how much space it takes 7. Select visuals to accompany text 8. Experiment with different papers and layouts 9. Make every choice a conscious one  Color – Font – Layout – Paper 10. Polish prose and graphics 8-13

 Draft DUE: February 26 (next class)  Assignment 7: Negative Message (draft) DUE  Final DUE March 26  DUE March 5 (two weeks)  Assignment 4: Positive Message DUE  Assignment 5: Persuasive Messages (draft) DUE ▪ (Final DUE April 9)  Assignment 6: Job Package DUE  Spring Break: March 9-13 (three weeks!)

 Read: Ch 14: Developing Oral Presentations  (p )  Assignment 8: Designing Flyers & Forms  Final DUE April 2 nd (no draft)  Blog post: Describe how you feel about writing (of any sort). Is it difficult for you? How so? Or does it come easy? Do you enjoy it? Dislike it? What’s your favorite type of writing? (fiction, journaling, nonfiction, etc.) Least favorite? Why?