Document Design:
Guidelines for Effective
Information Layout
Dr. Shelley Thomas
Rhetorical Situation
Audience
 Purpose
 Context

Levels of Design
Intra
 Inter
 Extra
 Supra

Levels of Design

Intra

Controls local variation of the text
• Type size, font, expanded or condensed
text, punctuation marks
Levels of Design

Inter

Helps readers understand the text
within a given field
• Hierarchy shown by type size (heading
levels)
• Text divided into units (columns); hierarchy
shown by placement (centering)
• Separates information (bullets in lists, lines
between columns)
Levels of Design

Extra
Operates outside the main text as
autonomous entities with their own
visual vocabulary and conventional
forms
 Includes pictures, data displays, icons,
symbols

Levels of Design

Supra

Includes top-down design elements
that visually define, structure and unify
the entire document
• Consistent chapter pages
• Page orientation
• Page bleeds, color, unifying logos
Functions of Design
 Provides
access to information
 Aids comprehension
 Enhances recall
 Motivates readers
 Meets readers’ expectations
 Facilitates ongoing use
Provide Explanations


Charts
Illustrations
Household Pets
2002
40-50
Year
30-40
20-30
Cost
Cats
Dogs
Birds
Species
2001
Fish
10-20
0-10
Think you know the world?
Projections
Pop-Culture Moment
Original Underground Map
London Underground
Simplified
Conciseness

Conciseness—designs that are
appropriately succinct
Birds
Fish
Charts are too
concise to
communicate
effectively
1
1
2
2
Dogs
Cats
1
2001
2
2002
Conciseness
Information consolidated
Strays Adopted
50
40
Number

30
2001
20
2002
10
0
Cats
Dogs
Birds
Species
Be careful of those stray fish.
Fish
Parts of Illustrations




Labels
Numbers
Titles
Callouts
Parts of Illustrations
Column/Row
 Headings
 Legends
 Captions
 Footnotes

Figure 2.4 EPA National Priorities List
www.epa.gov
Rhetorical Impact of Data
Displays

Interdependence of Design Elements
Closely related to each other, a tightknit family
 Elements work in concert, not in
isolation, balancing and complementing
one another
 One strategy impacts other strategies
and must be constantly monitored

Document Design
Decisions






Do I use text or a visual
representation?
Where do I place text, visuals?
How many columns should I use?
How do I group common elements?
What type styles and sizes should I
use?
How do I accommodate different types
of readers?
Advantages of Effective
Document Design
Accommodates different types of
reading
 Points readers to most important
material
 Promotes comprehension
 Enhances recall

GOAL:
Instant and lasting
communication