Writing Rhetorically

Writing Rhetorically

If you are writing a memo, an email, or a business proposal, there are certain elements of writing that must be considered. I want to help you out—so I’ve made a bit of a summary of things that you MUST consider if you are writing professionally.  I gathered this information from a highly informative book, which I recommend strongly for anyone considering business writing seriously! You can access the book from here: Writing that Works

Here are the three categories that you must consider!!

Topic:

This is sort of like your thesis. Think of the overall topic you are considering for your writing, and organize your writing according to that topic. In other words, it is important to focus on the scope of your topic. If you are writing about a business proposal, avoid talking about superfluous information. So avoid unnecessary facts, and in general, any point that does not directly relate to your topic.

Audience:

For everything that your write, your audience might vary dramatically. This is incredibly important. If you are writing to your boss, and you know that your boss is a snob about vocabulary, you can use that knowledge to your advantage, and use big words! The way that you incorporate your audience into your writing will have a direct impact on whether you are heard or ignored. So remember, tailor your writing for the intended audience, and they will think better of you.

Purpose:

Remember, you have a goal. In business writing, there is always something that you are trying to accomplish; whether it is a specific proposal you want passed, or a new employee policy, you will need to keep in mind the ultimate resolution you want. For instance, consider whether your writing will need to meet the approval of one person, or a committee. Also, focus on an argument that will support your end-goal. If you keep your purpose in mind, you will not only help to clarify your aims for yourself, but you will also become clearer in your writing. If your writing is clear and poignant, then you will be more likely to be heard.

Don’t Forget!

Your writing is going to be considered as it is. The reader will not incorporate what you intend to say into their reading. If you want a specific point to be considered, you must make it explicit!

If you keep these ideas in mind, you will do just fine…

Best of luck!

Tone and Style

Why Tone is Vital for Success

One of the most vital aspects of any piece of writing is building audience trust. If your reader does not feel that what you are saying is genuine and convincing, then any point the text has to make will be nullified. To establish a strong and effective relationship with your reader, you need to maintain a proper level of appropriate tone and style. Tone is used to show how you feel about your audience, and style is the expression, in writing, of that attitude.

Essential Organizational Patterns

Organizational patterns are chosen based on audience and purpose. With some subjects, organizational patterns are easy to choose, while others may involve a combination of patterns. Anticipate the needs of your audience and logically consider which type of organization best fits your purpose.

Sequential divides a subject into steps and present them in the order they occur. The audience is able to easily understand and follow this type of organization since it flows logically from one step to the other. Avoid the pitfall of assuming the audience knows more than they do and provide detailed explanations to each step. Sequential patterns are typically used for writing instructions.

Chronological focuses on the order steps occur in time. This is typically used in trip reports, work schedules, minutes of meetings, and laboratory test procedures.

Spatial describes an object according to the arrangements of its features. You may choose to describe the subject by dimension, direction, shape, or proportion. This can easily be used with sequential or chronological organizations since all are divided into steps. Spatial organization is commonly used with emergency plans, layouts, and progress reports.

Division separates a whole into parts. Carefully consider the subject and your purpose before dividing information and keep your choice of division consistent.

Both division and classification are used to help the audience consider individual areas of a subject and their relationship to one another.

Classification groups a number of units into related categories. Outlining or tables are often used since both organize information by relationship and further break down the subject.

Decreasing order of importance begins with the most important point and ends with the least important point. This is useful for audiences with limited time who need to quickly scan a document. Newspapers adopt this model of organization by placing primary information first followed by background information.

Increasing order of importance begins with the least important point and concludes with the most important point. This is useful when you want the reader to have the most important information fresh in mind. However, your audience may get distracted or impatient before reaching the main point.

General-to-specific places a general statement or the key finding at the beginning and follows with supporting facts or examples. This is commonly used in memos and reports, which place the key statement at the beginning followed by supporting facts in the body of the document.

Specific-to-general begins with specific information and builds toward a general conclusion. This is useful when dealing with a skeptical audience because it allows you to build your case throughout the document before reaching the general conclusion.

Comparison is used to evaluate the merits of different items for a specific purpose. First, determine the basis for the comparison. Then, find an effective way to structure the comparison.

• The whole-by-whole pattern is used to discuss all relevant characteristics of one item before moving onto the next.
• The part-by-part pattern is used to compare relevant features of each item one by one.

Most comparisons use tables so your reader can compare the information all at once. 

Executive Summaries

Executive summaries, which are basically somewhat short written accounts of major reports, are extremely useful for people who do not have time to read an entire in-depth report. They essentially preview main points of a detailed report while allowing the reader to become familiar enough with the main report without actually having to read it.

Here is some useful information to help you create a successful executive summary:

Rules of thumb:

• If you write a report that exceeds four pages, plan to write an executive summary.
• Write your executive summary after you write the main report.
• Make sure your executive summary is no longer than one-tenths of the main report.

       

       Writing it out:

• Make sure the main points in your executive summary are in the same order as they appear in the main report.
• Write a simple declarative statement for each main point.
• Add supporting or explanatory sentences to your main points as needed.

       Checking for errors:

• Read over your completed executive summary and make sure it clearly communicates your purpose and main ideas.
• Identify any errors of grammar, usage, mechanics, or spelling.
• Have a nontechnical person (such as a friend or family member) read your executive summary. If they find your executive summary boring or confusing, than it is likely that your summary will have the same effect on other people. 

       Overall, there are three types of executive summaries: formal reports, sales proposals, and technical reports.

1) Formal Reports- summaries of main projects such as research into new developments in a field, explorations of the feasibility of a new product or service, or an organization's end-of-year review

• Most formal reports require signposts that lead to material in the report such as a table of contents, a list of figures, or an abstract (a brief summary of the report).
• One of the most important things to keep in mind when writing a formal report is that you are organizing your report to address the needs of more than one audience.

2) Sales Proposal- a major marketing tool for business and industry/a company's offer to provide specific goods or services to a potential buyer within a specified period of time or for a specified price

• Sales proposals vary greatly in length and sophistication
• One of the most important things to keep in mind when writing a sales proposal is that you must find out exactly what the prospective customer needs

3) Technical Reports- a document that describes the process, progress, or results of technical or scientific research

• In todays world, technical reports are a major source of scientific and technical information
• Technical reports commonly contain the state of a technical or scientific research problems.

Sources:

"How to Write an Executive Summary." eHow.com. Demand Media, Inc., n.d.                  Web. 19. April 2012.

Oliu, et al. Writing That Works. Boston: Bedford/St. Martins, 2010. Print.

Giving Presentations

Giving Presentations

When done well, oral communication can be an effective tool in the workplace. To be successful, it needs a clear structure and should be concise (Alred, Brusaw, and Oliu 498). Here is a breakdown of the main components that make up this workplace skill, adapted from Writing That Works by editors Alred, Brusaw, and Oliu.

What’s your goal?

Before putting together your presentation, you need to determine your purpose for giving it. You can do this by creating a purpose statement that answers these two questions: “what?” and “why?” (Alred, Brusaw, and Oliu 499).

Here’s an example:

The purpose of my presentation is to explain to my coworkers the reception our company products received during my business trip to Hong Kong (what) so that they will consider expanding the company to Hong Kong permanently (why).

It is important to do this step first so that your presentation will have clarity. Your purpose statement will serve as a thesis around which to build your presentation.

Know your audience

Your audience will affect how you approach the delivery of your information. Answer the following questions about your audience which are detailed in Writing That Works (500):

• What is their level of experience or knowledge about your topic?
• What is their general education level and age?
• What is their attitude toward the topic you are addressing and, based on that attitude, what interests, concerns, fears, or objections might they have?

Everything in its place

The structure of your presentation operates on an understanding of the human attention span. The most important information should go first and be re-introduced at the end.

The three parts of any presentation are the introduction, body, and closing (Alred, Brusaw, and Oliu).

Here is a closer look at each:

Introduction

·      Begins with an attention-grabbing statement that is relevant to the issue

·      Identifies the issue that will be presented and what the audience can expect to gain from your presentation

·      Provides necessary background information on the issue

    (501)

Body

·      Offers a solution to a problem that maybe have been stated in the introduction

·      Proves your point – presents any data and facts from reliable sources that will defend your claims

    (502)

Closing

·      Should achieve the purpose of your presentation – convinces your audience to agree, change their minds, or to do something you’re asking

·      Wraps up – gives an overview for those who may have lost attention

·      Invites questions and objections – anticipate any confusion or resistance and be ready to respond

·      Thanks the audience for their time and attention

                             (502)

Something shiny

It’s proven that visual aids greatly increase audience attention and understanding (Alred, Brusaw, and Oliu 504). Consequently, providing charts, graphs, or illustrations are a necessity and can save you from filling all of your slides with explanatory text (Alred, Brusaw, and Oliu 504).

Approach the use of visuals with caution. Keep them simple. Avoid special effects and bright colors whenever possible since they can turn a visual aid into a distraction.

Practice Makes Perfect

In conclusion, be sure to practice your presentation out loud and while standing to adequately prepare yourself (Alred, Brusaw, and Oliu 513). If you apply each of the above components to your presentation you should find that it goes very smoothly, and with a bit of practice you will be able to effectively communicate to your audience.

Resume Building: Making Yours Stand Out

    Whether you're a recent college graduate trying for that dream job or a lowly freshman looking for extra money, every student knows how hard it is to compete for jobs in these economic times. Having an effective resume could be that giant step that sets you apart from the crowds and gets your foot in the door! Below are a few tips that will help you write that eye-catching and job-getting resume.

Organize Strategically 
     
     Though it can depend on the job you are striving for, most fields of work stick to the following seven categories to organize resumes:

• Heading-  This includes your name and contact information (Address, email, phone number) usually centered on the top of the page.  
• Job Objective-  This section is a one to two sentence description of your career goals. This can be omitted if it will limit the kinds of jobs you qualify for. 
• Education-  This portion summarizes any educational experience you may have, starting with college.
• Employment Experience-  Here, all paid and unpaid work experience should be outlined chronologically beginning with the most recent. 
• Related Skills and Abilities-  This is the space to write all other relevant abilities not exhibited by the education or employment experience sections. 
• Honors and Achievements-  All relevant extracurricular activities, awards, and professional affiliations are listed in this portion. 
• References-  This section lists persons with whom you have some professional or educational connection and are willing to testify for your good work. 

     Going off of this template can get you started, but to really make your resume shine, think about what skills are going to matter most to whomever will be reviewing your resume. Are you applying for a job in which a certain college education is crucial? Emphasize this part of your experience. Is work experience more important for the job you are seeking? Make the "Employment Experience" the first section that your possible employer sees.


Write Professionally
  
     Though organizing your content is key to a good resume, any irrelevant, unprofessional, or error-filled writing will cause a possible employer to lose interest. It's important to understand what to include in each of the resume categories and how to include it. The following are tips found in Writing that Works that explain how you should decide what details to include:

• Eliminate irrelevant information-  Employers don't need to know your hobbies or interests that don't pertain to the job. If you are applying for a secretary position, your years of dance training are not relevant.
• Eliminate wordiness-  In business, time is money, so your resume should be as short and skimmable as possible. Keep out unnecessary adverbs ("very," "interestingly"), redundant words, or throat-clearing phrases ("The fact that," "It is").
• Be consistent-  Use the same format, punctuation, and spacing throughout the resume. If you choose to make your headings bold, be sure to do so throughout the entire document. 
• Proofread carefully- Verify the accuracy of the information, and have at least one over person look over your resume. Any careless mistakes will cause possible employers to take you much less seriously. 

E-mail Etiquette in the Work Place

E-mail etiquette in the work place hinges on professionalism, effective communication, and proper structuring. Though E-mail is a primary form of communication in today’s fast-paced and technological world, the principles of professionalism are often overlooked. Learning about E-mail etiquette is essential for success in every field.


Maintain Professionalism

E-mail is not primarily a social media networking device. It is “electronic mail”. Although it is a fast form of communication, take your time. Careless errors appear more commonly than they should in professional E-mails. Because of the nature of the medium, it is also common for the writers of business E-mails to say things that they wouldn’t typically say in a business setting. Professional E-mails are not the appropriate medium for expressing intense emotion, sharing personal/confidential information, or socializing. Remember that you represent not only yourself, but your client and your company or organization at all times.

Refrain from including the following in professional E-mails:

•  Emoticons
• Jokes or sarcasm
• Bias or unnecessarily opinionated language
• Personal information or gossip
• Slang
• Unnecessary or irrelevant visuals

Beware of Miscommunication

Don’t make the mistake of assuming that your audience will automatically receive your message the way you intend them to receive it. Miscommunication is easy when using mediums such as E-mail. Because of this, it is important to communicate as clearly, effectively, and succinctly as possible.

Consider the following to avoid miscommunication:

• Refrain from using idioms or jargon that your audience may not understand
• Focus each E-mail; avoid presenting multiple or unrelated subjects
• Be succinct and to the point; avoid wordy language
• Use bullets, bold, italics, etc. to guide your reader and highlight important parts
• Place calls to action as close to the beginning as possible
• Avoid using confusing abbreviations or acronyms
• Include all information the first time (attachments, contact info, dates, facts, etc.)

Structure E-mails Properly

Although it is important to structure each E-mail in accordance with its individual purpose and audience, professional E-mails are largely uniform in structure.  In this way, it is acceptable to build professional E-mails off of a formula.

Adhere to the following professional standards:

• Always include a subject line; it should summarize the content of your message.
• Compose your list of recipients in order of importance from greatest to least (e.g. list the Executive Director’s E-mail address first).
• Begin the body of each E-mail with a greeting and conclude with a salutation.
• Include a signature block with your name, position, company and contact information.

It is important to know and to abide by the expected E-mail etiquette for your specific organization or company. If you don’t know, ask! To conclude, here is a short informative video from a seminar on professional E-mail etiquette.

White Space

As your eyes scan down this blog post, something keeps them fixed on the text and (hopefully) interested enough to read further. While the content of an article can accomplish this, so can the design. 

Using White Space Effectively

The white space around blocks of text and between sentences is often overlooked. Well, to be fair, it's meant to be subconsciously overlooked. However, that ornamentally-impaired and visually-neglected area plays a very important role in showing your eyes where to focus on an article or other piece of writing, and can even make the text more appealing, simply by being vacant space.

White space let's us know when a sentence or idea is important.

To illustrate that point, the above sentence has been given plenty of white space, an effect that carves out a special place for weighty or critical information. It's professional writing's equivalent of putting lights on a billboard; not too flashy, but will draw the eyes where they need to be. 

After all, what are bullet points, headings, and indentations except the clever use of white space (and sometimes other techniques) to make the body of text easier to read and understand?

But Let's Not Overdo It

We do have to be careful with how much white space we decide to use. While it's good technique and a fine tool to employ for the right situations, the blog WritingHood notes that “if there is too much white space, then the piece looks unprofessional.” 

If things are too broken apart, the paragraphs look unorganized and the ideas feel incomplete. But the appropriate amount of white space will likely also vary based on the type of writing.

So How Much?

For a narrative, even without a lot of dialogue, the blog WriteItSideways says it's normal to use a lot of “breathing space,” and that it “feels natural” in the context of a more relaxed narrative. When the action is fast-paced and intense, though, it is more likely that the text will be condensed in order to keep the reader's eyes moving and their mind focused on whatever the author intends. This keeps the breaks from feeling too forced or slowing down the pace of the story of body of text. Sometimes it's appropriate to fit a lot of information into a single paragraph if the information is intended to be seen together and of equal importance.

Sentences in other forms of writing, like this blog post, need a little bit more room to breathe to keep the eyes of the reader scanning down the page with ease and interest.

Final Thoughts

Author Cheryl Tardif has some interesting things to say about the use of white space. She says “our eyes tend to naturally look for white space,” and perhaps more dramatically:

“The sentences closest to the white space are the ones most remembered.”

How to Write a Memo

First, you need to consider the purpose and audience of your memo.  Memos are pieces of professional writing that may serve a multitude of purposes; therefore, it is imperative to know what purpose your memo will serve.  Knowing the audience your memo will be sent to is equally important in order to establish the right tone.  Ask yourself, “What am I trying to tell this person?”   Also ask, “What voice would best convey my purpose?”  Memos are most commonly used when writing the following pieces:

·         Informal reports “describe specific incidents, note the progress of ongoing activities or projects, or summarize the results of a completed project or investigation” (Olieu, Brusaw, and Alred 358).  Follow-up work may also be recommended (Olieu, Brusaw, and Alred 358).  Types of informal reports include progress reports, periodic reports, investigative reports, trouble reports, trip reports and test reports (Olieu, Brusaw, and Alred 361). 

·         Internal proposals “suggest a change or an improvement within an organization” (Olieu, Brusaw, and Alred 454).  Proposals are sent to superiors in the organization who can either approve or disapprove of the suggested actions (Olieu, Brusaw, and Alred 454).  When writing internal reports, ask yourself if you need to write a “routine internal report” or a “formal internal report” (Olieu, Brusaw, and Alred 454) . 

Second, you should begin to consider the format of your memo.  Most memos include some type of letterhead to make the document look official.  All memos include a general heading with four important pieces of information including:

·         The “to” line gives the name of the memo recipient and his/her title.

·         The “from” line gives the name of the memo writer and his/her title.  This line often includes the writer’s handwritten initials for authenticity.

·         The “date” line gives the day, month and/or year/season the memo is written.

·         The “subject” or “Re” line gives the recipient the first chance to see what the memo is about; thus, it must preview the purpose and tone of your memo.  This line can draw the recipient in, so use it strategically.

Next, you need an introduction to preview the main points of your memo.  In the introduction, you should inform readers of your topic, findings and/or conclusions in either a sentence or short paragraph. 

As you begin writing your body paragraphs, consider using headers to organize and group similar content.  The recipient of the memo will thank you. 

Body paragraphs should be short, focused and single-spaced.  No indention is needed with these paragraphs; however, you should separate them with a blank line (block format).  Bulleted lists may be appropriate and beneficial for some content but make sure the bullets are consistent in grammatical structure.

Finally, you want to consider the writing style you adapt for the memo.  Be clear, straightforward and specific in your wording in order to effectively connect with your audience regarding the purpose of your memo.  Always use active voice. 

Here are two categories of words you should avoid when writing your memo because they are meaningless and hinder your efforts to convey your purpose:

·         Throw-away words such as this, that, very, just and the.

·         Do-little verbs such as be, am, is, are, was, were and been.

As always, with any piece of professional writing, remember to proofread your memo to avoid any embarrassing errors ending up on your superiors’ desk.  Happy writing!

Sources Cited in “How to Write a Memo”

Oliu, Walter E., Brusaw, Charles T., Alread, Gerald J.  Writing That Work:

            Communicating Effectively on the Job (Tenth Edition).  Boston:

            Bedford/St. Martin’s, 2010.  Print. 

Principles of Professional Writing: Using Visuals*

Visuals are great for simplifying and clarifying ideas, as well as comparing information. They allow readers to interpret data at a glance, which makes information more memorable and accessible. However, visuals are useless unless they are used effectively. 

Here are some helpful tips for using effective visuals:

1. Use visuals only when necessary. Do not include a visual just for decoration. Using visuals that have nothing to do with the content of the document or presentation can distract or even confuse the reader. 
2. Don’t be redundant. If the visual adds nothing to the text but merely repeats the same information, it is a waste of space and the reader’s time. 
3. Make sure the visual you have chosen is the best for your purpose. The visual must be the best way to present the particular information you wish to express. Don’t use visuals where words will suffice. Here are the types of visuals: 
• Line Graphs
• Pie Charts
• Flowcharts
• Schematics
• Symbols
• Drawings
• Photographs
• Maps
• Tables
• Bar Graphs
4. Introduce, discuss, interpret, and integrate the visual into the text of the document. Raw data means nothing unless its relevance to the issue at hand is made clear. The reader should not have to figure out why the visual is included in the document, or what the significance of the data may be. 
5. Make sure the visual has a clear meaning. While it should be interpreted in the text of the document, it should also be self-explanatory and complete. 
6. Make sure the information in your visual is accurate. Gather your information from reliable sources. 
7. Number visuals consecutively (using figure or table numbers) and give them a specific, meaningful title. Remember to refer to these in the body of your text. 
8. Remember your audience. Tailor your use of visuals to their needs. 
9. Cite visuals that come from another source. This is as easy as typing “Source:” followed by the source location. 
10. If using a table, make all like elements (the factors being compared) read down, not across. 
11. Make the visual easy for your reader to find. The visual should closely follow the reference to it in the text. Format the document so that visuals do not appear on different pages from where they are mentioned in the text. The exception to this is, of course, visuals included in an appendix. 
12. Surround the visual with white space. Crowding visuals can inhibit their effectiveness. 
13. As a convention, make the visual take up at least one third of a page. This is for reasons of clarity and visibility. 
14. Position the visual in alignment with the text, for balance. 
15. Define terms and symbols in your visual, and make sure they are consistent. 
16. Make all captions and lettering in the visual easily readable. (see Typography)

Using visuals doesn't have to be hard. These basic principles will teach you which visuals work and when. Follow them, and you will learn to use visuals effectively.

* Sources:

Oliu, Walter E., Charles T. Brusaw, and Gerald J. Alred. Writing That Works: Communicating Effectively on the Job. 10th ed. Boston: Bedford/St. Martin's, 2009. Print.

"Professional Writing." skills4study.com. Palgrave, n.d. Web. 19 April 2012.

Formal vs. Informal Reports

In a professional writing, there are two types of reports: Formal reports and informal reports. The difference has nothing to do with the tone of the report, or who will be addressed in the report. The difference between a formal report and an informal report depends on the topic of the report as well as the formatting of the report.

Formal reports

Formal reports tend to inform readers about major happenings. Formal reports can be written about new developments in a field, explorations of the feasibility of a new product, or an organization's end of the year review.

Formatting

Formal reports are made up of three components:

1. Front Matter

2. Body

3. Back Matter

Front Matter

Front matter includes an explanation of the topic, the purpose of the report, it indicates whether the report contains the kind of information that the audience is looking for, and lists where specific chapters, headings, illustrations, and tables can be found throughout the report.

Front Matter includes the:

•  Title Page

•  Abstract

•  Table of Contents

•  List of Figures

•  List of Tables

•  Foreword

•  Preface

•  List of Abbreviations and Symbols

Body

The body includes  the descriptions of the methods and procedures used to generate the report, how results were obtained, describes the results, draws conclusions, and make recommendations (optional).

The Body includes the:

•  Executive summary

•  Introduction

•  Text (including headings, tables, illustrations, and references)

•  Conclusions and recommendations

Back Matter

The back matter contains additional information that the reader may want.

The Back Matter includes:

•  Bibliography

•  Appendixes

•  Glossary

•  Index

Informal Reports

Informal reports often describe specific events, note the progress of ongoing activities or projects, or summarize the results of a completed project or investigation. 

Formatting

Informal reports have simple formatting. They are usual formatted like a memo and include a(n):

•  Introduction

•  Body

•  Conclusion and Recommendation

Types of Informal Reports

Informal reports can cover almost every subject. The most frequently used informal reports are:

•  Progress Reports

•  Periodic Reports

•  Investigative Reports

•  Trouble Reports

•  Trip Reports

•  Test Reports

Be aware of what type of report you need. Be sure to use correct tone, whether it is business formal or friendly casual based on your audience. 

Good luck!

Sources:

• Oliu, Walter E., Charles T. Brusaw, and Gerald J. Alred. Writing That Works: Communicating Effectively on the Job. New York, NY: Bedford/St. Martin's, 2010. Print.
•  "Reports." Writing Guidelines for Engineering and Science Students. Web. 19 Apr. 2012. <http://www.writing.engr.psu.edu/workbooks/reports.html>.

Brochure Writing 101

Oh, you need to create a Brochure? Here’s how!

                One of the easiest ways to disseminate information is to create a brochure. Brochures provide a broad overview of a specific subject that is easy for anyone to pick up and browse. However, when writing a brochure, there are several different things to keep in mind.

Purpose and Audience

The most important element of a brochure is to establish the purpose of the entire document. What exactly is this being used for? Why is this information so important? Purpose is absolutely essential in creating an effective and efficient brochure. The purpose will carry throughout all of the selected visuals and included articles.

The second most important element that correlates with purpose is audience. Who is the audience that your brochure is targeted towards? Purpose is important, but if a target audience is missing the brochure does not serve its informative intention. Audience should guide the purpose, in order to tie the brochure together.

What to Include:

Only include the most pertinent information in a brochure. Brochures typically serve as an informational overview, not a lengthy resume that includes every minor detail. Brochures should be informative, not persuasive. This is not the place to pitch a sale, a brochure should enlighten. A unique aspect about brochures is that there is a way to provide website addresses, phone numbers, and e-mail addresses to link to additional sources and materials.

Design and Visuals:

A brochure’s design needs to be intentional. There should be a proper usage of white space and typography. Brochures should be uniformed. A uniformed brochure with a simple font allows for readers to quickly and easily navigate and understand the content. With that being said, white space must be utilized in the document. It is very difficult and often intimidating to be bombarded with text without separation.

Make sure that the information is equally spaced and divided. A way to do this is to include visuals. Visuals can be very effective and connective. Using proper visuals can leave a lasting impression on a reader. With that being said, make sure the visuals are appropriate to the subject matter. Random visuals that do not pertain to the brochure’s content should not be included.

Quick Tips to Keep in Mind:

• Brochures are typically scanned. Because of this, it is important to make sure information is strategically placed. For example, headings and titles are very important. The title is what makes the reader decide if he or she is going to read the entire article.
• Include pertinent contact information (if necessary). This includes phone numbers, office hours, addresses, e-mail addresses, etc.
• Visuals are important—if they are appropriate for the brochure. Avoid using unnecessary and distracting visuals.
• Uniformity. Uniformity. Uniformity. It’s very difficult to read a document that changes every page. This makes a document easy to read and skim without the reader getting distracted or sidetracked.