While this blog acknowledges the important role design plays in the structure of texts, design is more than mere decoration and abstraction – it is a means of communication of a message (Wheildon 1990).
This should not be forgotten as I would argue that communicating a message is equally as important if not more important the design. A design can look good, use great images and typefaces however, if it doesn’t communicate a message is it really doing its job?
When we speak our message is conveyed through the interplay of verbal cues, language, tone and facial expression. If the message is not communicated initially there is opportunity to clarify and question. If we say that a document can also convey a message through the use of design that is through colours, structure, layout, images, font style, icons, indexes and symbols, we need to ensure our intended messages are clear and eliminate as much confusion as possible as the opportunity for clarification is not there.
Therefore, as Schriver (1997) suggests, design is not only about the way the document looks, it is also about how text and image go together to be read and understood. Text driven cues such as redundancy, complementary, supplementary, juxtapositional and stage-setting all have a role in communicating meaning. As does knowledge driven cues – those that come from the “reader’s experience, attitudes and beliefs” (Schriver 1997).
Different colours, icons, symbols and images have different meanings to different people so, an element of caution needs to be applied when designing layouts be it for print, online or for another format.
Schriver, KA 1997, ‘The interplay of words and pictures’, Dynamics in document design: creating texts for readers, Wiley Computer Pub., New York, Chapter 6, pp. 361-441.
Wheildon, C 1990, Communicating or just making pretty shapes, 3rd edn, Newspaper bureau of Australia Ltd, North Sydney, excerpts pp. 4-8 and 11-15.
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