Substance vs. Appearance

By Heather C. Conover
Conover + Company Communications

True or False? The success of written documents is completely dependent on good writing and conveying information clearly, concisely, and convincingly.

False. Just as with oral presentations where 60% of one's message is non-verbal, the success of written communication is only partially dependent upon the words used. In oral presentations, facial expressions, posture, and gestures all have meaning to the audience and ultimately affect how an audience receives that speaker. Similarly, the way information is presented - color, format, fonts, punctuation, symbols, and graphics - has meaning to those reading a document.

Print advertisements and marketing materials have traditionally emphasized both design and copywriting, while other pieces, such as proposals and white papers, have largely concentrated on content. With time such a precious commodity and so many forms of communication competing for our attention, the design of a greater array of our written communication has gained increasing importance.

For example, if given a chance between picking up two proposals without knowing anything about the authors, which of the following would you choose?

1) a 25 page document of single spaced, 12-point text with no graphics or other interesting visual elements, or

2) a 25 page document with 2-color type; interesting and supporting graphics; varied use of font sizes, styles, and effects; and framing, spacing and numbering that clearly delineates each section of the text.

While content and the ability to use the written word are highly important, they do not alone guarantee a positive reception. Taking the time to work on the packaging of the document will reap rewards.

Simple tips for written documents:

• Add color, if appropriate, but don't overdo. One to two colors plus black and white are usually ample.
• Keep formatting uniform throughout the document, including the page heading, sub-heading, and text formatting.
• Play with font size, alignment, boldness, shading, and cases to differentiate the sections of a document. However, beware of making it look too busy.
• Frame copy with horizontal lines between the title of a section and the section text.
• Be consistent with formatting, including spacing and punctuation.
• Add a company or product logo throughout the document as a header or footer.
• Use attention-grabbing and supporting graphics to illustrate and clarify the text.
• Use PowerPoint and other graphic-friendly programs

Fall 2003 -Volume 13, Number 4

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