商务管理与沟通中英翻译

6-3
Design: Part of Writing
Think about design at each step
As you plan, think about audience
Skilled or busy? Read straight through or skip around?
1 2
6-15
Use a Grid for Visual Unity
Grid—2 or 3 imaginary columns on page; may be subdivided All elements lined up in columns
Creates pleasing symmetry Unifies long documents
6-8
Use White Space
White Space—empty space on the page Makes message easier to read To create white space, use
Headings Mix of paragraph lengths Lists of parallel items (same form) Bullets or numbers when order is exact
5. 6. 7. 8. Justify margins selectively Put key items at top left or bottom right Use a grid for visual unity Use highlighting, decorative devices, and color in moderation
6-19
1. Check Quality of Data



Check data comes from reliable source Check you have data for all factors you should consider Use data based on assumptions and definitions in careful titles Do not use visuals of unreliable data
6-9
Use Headings
Headings—words, phrases, or short sentences Group points; divide document Show organization Help reader; save reader’s time Make page look interesting To create headings
McGraw-Hill/Irwin McGraw-Hill/Irwin
©2009 The McGraw-Hill Companies, All Rights Reserved Copyright © 2009 by The McGraw-Hill Companies, All Rights Reserved.
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Use Decorative Devices in Moderation
Use decorative devices sparingly Add interest/emphasis with dingbats, clip art Use color for main headings, not details
Chapter 6
Designing Documents, Data Displays, and Visuals
Design Importance Designs & Conventions Levels of Design Page Design Guidelines Using Visuals Visual Design Guidelines Integrating Visuals Designing Brochures Designing Web pages Usability Testing
1. 2. 3. 4. Use white space Use headings Limit words in all capital letters Use no more than two fonts per document
6-7
Page Design Guidelines, continued…
people
6-11
Use No More Than Two Fonts
Fonts—unified styles of type Serif font – letters have feet
Easy to read; used for paragraphs Ex: New Courier, Times Roman
6-2
Why Design Matters
Saves time and money Reduces legal problems Builds goodwill Attractive pages look friendly, easy to read Grouping ideas shows structure

As you write, use lists, headings. Use visuals to convey numerical data clearly Get feedback from your audience As you revise, check the design guidelines that follow
Sans serif font – letters lack feet
Harder to read; used for headings, tables Ex: Arial, Tahoma, Univers
6-12
Use No More Than Two Fonts, continued…
6-13
Justify Margins Selectively
Full justification— text even at left and right margin
Want formal look Want to use fewest pages
Ragged right margin— text even on left, uneven on right
Make each specific Keep headings parallel Make sure they cover material until next heading
6-10
Limit Words in All Capital Letters
Words in all capitals
Lose their unique shapes Have same rectangular shape Lack ascenders and descenders
Causes reader to slow down Causes more reading errors
PEOPLE
Starts at upper left corner of page Reads to the right and down
Quadrants in order of importance
Top left Bottom right Bottom left Top right
6-5
Levels of Design



Intra—individual letters and words Inter—blocks of text Extra—graphics that go with the text Supra—entire document
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Page Design Guidelines
6-4
Design & Conventions
Vary widely by audience, geographic area, industry, or department Change over time Violating is risky
Presents incorrect interpretations Signals author is unreliable or unknowledgeable
Want informal look Use very short lines Want to revise selected pages
6-14
Put Key Items at Top Left or Bottom Right
Reader’s eye moves in Z pattern
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2. Determine Story You Want to Tell
To find stories
1. Focus on a topic 2. Simplify the data on that topic and convert number to simple units 3. Look for relationships and changes 4. Process the data to find more stories
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3. Choose the Right Visual for the Story
Use table wபைடு நூலகம்en reader needs exact values
U.S. Children’s Sizes European Children’s Sizes
Most documents use just one font Create emphasis by using
Bold Italics
Varied
sizes
Font size
12-point ideal for most business documents Headings may be larger
In North America, red usually means danger
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Use Visuals
To present ideas completely To find / show relationships To make points vivid To emphasize material To present material concisely, with less repetition
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2. Determine Story You Want to Tell
Good stories may


Support a hunch you have Surprise or challenge knowledge Show unexpected trends or changes Have commercial or social significance Provide information needed for action Be relevant to audience
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Visual Design Guidelines
1. 2. 3. 4. Check quality of data Determine story you want to tell Choose visual that fits the story Follow conventions for designing visuals 5. Use color and decoration with restraint 6. Be sure that visual is accurate, ethical