You probably use a variety of techniques that are designed to appeal to the eye.
Obviously, you’ll use them widely in what are primarily ‘visual texts’ – e.g. advertisements, brochures, flyers and posters. They might be images, banners, shapes, etc. that accompany text. I often need to ask for help with them; this is not what this article is mainly about.
There are other important visual techniques, though, that add an extra dimension to texts that are primarily written.
Mostly, they are meant to:
Attract attention
Create a first impression or a sub-conscious reaction
Direct the readers or clients to specific features
Separate or organise various aspects of the text
Show how a topic, idea or argument has been broken down (or built up)
Create an emotional response.
Visual impact of written text
There are various ‘first impression’ techniques you might use. Your readers often perceive them before they read a word. In fact, your choices can orient them towards or away from your writing – that is, your message.
Here are some of them:
Font size and style. Think about how you respond and then consider your readers
Use of columns. Is it appropriate for your content?
Large, or prominent words. Be wary of overusing uppercase and other accentuating features (bold, italic or underlined words)
Spacing. Depending on the font, letter and line spacing might need attention. Crowded text can create reader tension.
Structural features
Some features are used to shape and organise your text. They add to, and shape, your readers’ perceptions of meaning.
Some examples are:
Headings / headers / headlines
Sub-headings
Cross-headings
Paragraph spacing
Lists
Tables
Bullet / dash / dot / numbered points
Text (and image) boxes.
Don’t underestimate the use of empty space.
It improves readability but also creates a pause (however tiny) for focus, change of idea or direction, or even for reflection.
All of these features are related to the way your readers engage with, interpret and respond to your words.
Use of images
As well as the technical and visual appeal of images, which you probably have covered, also think about how images add unity or consistency to your text.
For example:
Does the type of image appeal to the same audience as the text does?
Do the images have a symbolic meaning or association that furthers the text’s main message?
Do the size, colours, borders or decorative features of the image complement the surrounding text or overwhelm it?
Do the images appeal to the senses or to the emotions in the way you want your text to do?
Are the captions in sympathy with the style of writing, or ‘voice’ of your text? Do they ‘look like you’, to the same extent the text ‘sounds like you’ – whatever you’ve decided the ‘you’ of the writing should be.
The most important point is a simple one:
Whatever visual techniques you use, you must be clear about why you have used them.
Ask yourself:
How are they related to your purpose?
What effect would you like them to have on your audience?
If you aren’t sure why, then you should question their use.
Whatever doesn’t serve purpose and audience well probably shouldn’t be there.
Contact me if you would like help or advice on text-related visual techniques.