Chapter 5

Standard Conventions

  • Elements: format, language, style.

  • Goals: reader-centered, clear hierarchy, easy scanning.

  • Audience:

    • Primary = reads the full document.

    • Secondary = reads relevant sections.

  • Style conventions: APA, MLA, IEEE, firm-specific.

  • Takeaway: All components must work together to communicate clearly.

Basic Guidelines

  • Graphics: vary by audience (non-specialists → simpler; specialists → detailed).

  • Text: break into chunks; short paragraphs for non-specialists.

  • Headings & lists: use headings to divide topics; vertical lists for paired info.

  • Typography:

    • Sans-serif → online.

    • Serif → print.

  • Layout: adjust margins, spacing, line length, type size.

  • Bullets: lead-in sentence, parallel phrasing, consistent spacing, don’t overuse.

  • Balance: top/left = heavier; bottom/right = lighter. Text + graphics = unity.

Creating and Integrating Graphics

  • Purpose: clarify text, break heavy text, visually appealing.

  • Types:

  • Placement: introduce in text, title, caption, source, labels/keys.

  • Avoid visuals alone; ideally <1/3 page.

  • Callouts & captions: short description under graphic; label elements; number sequentially.

Tables of Contents

  • TOC: shows topics, subtopics, pages; design with levels, indentation, spacing, capitalization.

  • Lists of Figures/Tables:

    • Figures = illustrations/photos/graphs; Tables = rows/columns.

    • 2 visuals → separate lists; can combine under “List of Figures & Tables.”

Figures and Tables

  • Purpose:

    • Helps readers quickly locate illustrations, diagrams, tables, and charts.

    • Works like a mini-TOC but only for visuals.

  • Key points:

    • Figures = illustrations, drawings, photos, graphs, charts.

    • Tables = rows and columns of words/numbers (not figures).

    • If >2 visuals, create a separate list of figures.

    • For long reports with many visuals:

      • Make separate lists for figures and tables.

      • Can combine lists on the same page under “List of Figures and Tables”.

      • Clearly label items as a figure or table.

Headings

  • Purpose: guide readers, break text, help navigation, and organize writing.

  • Tips:

    • Be specific & reflect scope.

    • No stacked headings, pronouns, or articles at the start.

    • Avoid widowed headings.

    • Plan headings before rough draft.

    • Use software heading styles.

The CRAP Test

Contrast (C): draw attention via size, font, direction, alignment, graphics, color, white space.
Repetition (R): repeat design strategies → continuity (fonts, bullets, colors, templates).
Alignment (A): deliberate arrangement; use a grid/pattern; white space helps.
Proximity (P): group related items → shows relationships; affects text, graphics, spacing.

Cross-Cultural Audience Considerations

  • Audience matters → content + appearance.

  • Colors & visuals vary across cultures; red may mean danger or luck.

  • Cultural awareness:

    • Explicit = observable behavior.

    • Tacit = unstated norms/values.

  • Cultural Iceberg: tip = visible behavior; below surface = beliefs/values → affects communication.