Writing & Speaking for Business

1. Writing & Speaking for Business Chapter Four By William H. Baker

2. Applying Visual Design Chapter Agenda Design procedure for text-intensive messages Design and color ideas for visually intensive messages Tools and principles for integrating graphics into business messages

3. Design of Text-Intensive Messages H Headings A Art T Typography S Spacing

4. Headings Adequacy Include enough headings to serve as navigation guides Hierarchy The typography and placement of headings should clearly reveal document structure

5. Art Visual Options

6. Art

7. Typography Font • Serif • Sans serif Size • 10-12 point type for most text Style • Bold • Italic • Color Alignment • Left • Right • Center • Full

8. Spacing Spacing External (margins) Internal (within text)

9. Design Principles Contrast Spacing Alignment CARBS Balance Repetition

10. Color Primary Colors • Computer = red, green, blue • Printed page = red, yellow, blue Color Mixtures • Secondary color = Mixture of two primary colors • Shades = Mix black plus other color • Tints = Mix white plus other color

11. Color Temperature Warm colors ADVANCE Warm Cool Cool colors RECEDE } ROYGBIV } Warm Cool

12. Color Contrast Each color’s complement is directly across the wheel Color “value” is the relative darkness of a color Darker Lighter

13. Color Harmony • Monochromatic • Analogous • Triad • Complementary

14. Analogous (Two adjacent colors) Monochromatic (One color)

15. Triad (Colors at triangle points) Complementary (Opposite on color wheel)

16. What About Gray? • Gray • An equal mix of red, green, and blue. • Gray is “color neutral” and can be used in combination with all other colors.

17. Color mood Influenced by nature • Red = apples, cherries • Orange = oranges, pumpkins Influenced by culture • Red = danger, emergency • Orange = Halloween www.nyapplecountry.com DANGER

18. Color Printing Spot color • PMS inks Process color • CMYK inks

19. Color Printing Spot color Process color