KWB213 Lecture Notes - Individual Capital, Drivespace, 8 Seconds

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Visual design elements in corporate writing: lecture by dr. glen thomas. Readers access texts via form (such as a book or a brochure) and their design. The design gives visual clues about the organization of the text, due to the hypothesis of familiarity (that is, if you"re familiar with a form, they can access the content). Form and content should work together, or else you risk confusing the reader. Back in the old days when things were set in type, one would have to set up and fold the pages so the pages would fall into alignment. There"s a continuum of strategies to inform the reader, from textual cues (a novel) to visual (a painting) and everything in between (a comic book, for example). Design can change a message, either reinforcing or muting. The reader actively interprets what they see, based on their previous experiences with similar documents, based on their expectations and their backgrounds (a cultural thing: for example,

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