Analyzing Multimodal Design ChoicesReader-Centered Documents for the Workplace

Susan Rauch, Ph.D.Texas Tech University

Linguistic

Spatial

Aural

Visual Gestural

MODES OF

COMMUNICATION

Writing and Designing Rhetorically

RHETORICAL SITUATION

AUDIENCE

PURPOSE

CONTEXT OF USE

GENRE

TEXT

Analyzing Design Choices

• Emphasis

• Contrast

• Organization (Balance)

• Alignment

• Proximity

5 KEY DESIGN

CONCEPTS

Source: Arola, Shepard, Ball

Balance

Source: bidsketch.com Source: designshack.net

Emphasis

• Stressing a word or group of words. Font size, style.

• Visuals that add emphasis to text

• How spatial arrangements play a role in receiving information.

Visual Emphasis

Graphs, Charts, Tables, Data Visualizations

Source: Duarte Slidedocs

Contrast

• Difference between elementsWhitespace

Size

Placement

Shape

Content

Source: Gurak & Lannon

Organization/Balance

• Arrangement of content

• Uses a grid system for layout of content

• Use Levels of Headings for hierarchy of ideas

• Also incorporates Emphasis

BEFORE AFTER

Colorful and broken into smaller, more

digestible, visual chunks of information.

Document design dull and dense. May

affect the comprehension of subject matter.

Organization

Sources: Duarte Slidedocs

Alignment

• How things line up and are grouped on a page

• Controls how our eyes move across the page

Proximity

• Closeness in space.

• Grouping of elements

• Relationships created by spacing between elements (words, images)

Design Analysis Activity

Web Source: TtU Cowamonus and Red Raider Meats

Sou

rce:

ww

w.k

2.t

.u-t

oky

o.a

c.jp

Design Analysis Activity

References

• Arola, K. L., Ball, C. E., & Sheppard, J. (2014). Writer/Designer: A Guide to Making Multimodal Projects.

• Duarte, N. (2014) Slidedocs.

• Gurak, L. J., & Lannon, J. M. (2012). Strategies for Technical Communication in the Workplace. Pearson Higher Ed.

• Johnson-Sheehan, R. (2005). Technical Communication Today.

• Wijaya, H. (2016) “20 Creative Invoice & Proposal Template Designs.”