2. the rhetorical situation  audience  purpose  context design principles  arrangement  emphasis  contrast  repetition  alignment  proximity (some) variables

3.  margins  blank space  paragraph spacing  paragraph length  line spacing  line length  justification  type sizes and typefaces (fonts)  type features (e.g., bold, italics, strikethrough)  letter case  highlighting  color  graphics, images, icons, symbols  tables, charts, diagrams  columns  headings  headers and footers  page numbers document design includes The use of all of which should be guided by: arrangement emphasis contrast repetition alignment proximity

4. “The intelligent and informed management of white space will do more to improve your visual communication than any other design decision.” (Alex W. White)

5. CRAP  contrast  repetition  alignment  proximity

6. contrast  contrast aids in the organization of information and creates hierarchy  contrast can add clarity  contrast can make the page/screen look more interesting

7.  if two items are different, make them really different; avoid doing wimpy contrast—make contrast strong

9. bold, bright pinks conservative, traditional black and gray

10. sloppy, handwritten font face elegant, cursive-style font face

11. square, linear shape wild, twisted shape

12. drab, flat gray bright, vibrant orange

13. bold, bright, simple blocks richly detailed, lively photos conservative, serious, black and white

14. black and white (strongest visual contrast) strong contrast between curve of icon and smooth, simple, lowercase, sans serif font face

15. repetition  repetition unifies elements throughout a document  repetition adds visual interest  repetition develops organization and creates consistency

16.  repeat some aspect of a design (e.g., horizontal rule, a certain type of bullet, a type of font) throughout an entire page or site  avoid repeating an element so much that it becomes annoying or overwhelming

18. * *

20. running header Including author/ organization and graphic line running footer including page number and graphic line

21. tip icon appears throughout instructions to mark key information

22. level 1 heading level 2 heading

23. alignment  alignment unifies and organizes the page  alignment helps create visual connections

24.  nothing should be placed on a page arbitrarily  avoid using more than two text alignments on a page  balance image and text alignment carefully  center alignment and full alignment are more difficult to read than right alignment

25. images are center aligned, vertically arranged image arranged centered and left of text text is left aligned or left justified; headings flush left

26. all bulleted items are aligned with hanging indent

27. 2003 appears out of alignment with rest of title

28. images aligned flush left in each paragraph in which they appear; text aligned square around images

29. body text generously indented on page; left aligned with ragged right margin heading level 1 flush left, no indent

30. multiple, visually competing alignments create interesting look and feel

31. proximity  proximity helps to organize elements, imply relationships  proximity helps with use of blank space  proximity reduces clutter

32.  create visual relationships with elements that belong together  avoid too many separate elements on one page  don’t stick things in the corners and in the middle of the page

33. search features appear in close proximity main navigation in close proximity

34. organizations’ logos appear in close proximity

35. institute’s name and contact info in close proximity individual’s name and contact info in close proximity

36. images organized on page in close proximity

37. chunks of relatedinformation in close proximity