Bus 305 week 6 enhancing visual appeal

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Michael Germano

Negócios Tecnologia

Agenda
• Producing business communications
• Written, online & email
• Best practices for making messages look
professional and polished

Form compared to
substance
• Which is more important?
• Why do both matter?
• Can form impact substance? Why? How?

Production
• Communications must be ‘produced’ so they can be
read easily and understood

Enhancing visual appeal
• Critical to getting messages across
• Human beings are highly visual
• Visual choices are part of the communication and
can influence the reader; What does this mean?

HATS
• Headings
• Art
• Typography
• Spacing

HATS: Headings
• Must use these effectively!
• They are a call to attention and action
• Many people scan/skim messages making headings
critical to comprehension and action
• What happens when you are given a message with
no headings and just paragraphs of text?

Types of headings
• Topical: Customer Service
• Statement: Customer Service and its Role in
Revenue
• Question: What role does customer service play
in revenue?

Adequacy and Hierarchy
• Two important concepts related to headings
• Adequacy: Are there enough headings to see the
general idea/contents of the communication without
reading it?
• Hierarchy: Is the structure of the document/message
clear based upon the hierarchical order of headings
(general to specific) indicated by size, indentation,
and font (important in long documents!)

HATS: Art
• Use of visuals to convey information
• Graphs, charts, pictures, clipart
• So easy in a world where images are just a Google
search away!
• Can be as simple as a row of information in columns

HATS: Typography
• Do you know a serif font from a san serif?
• Which is better?

Alignment
• Left, center or right
• Justified (hard to read but gives a document a
polished feel); Useful with narrow columns
• Everything should be lined up whatever you choose

HATS: Spacing
• Spacing between paragraphs and headings helps
the reader scan and comprehend
• Appropriate white space is important!

Activity
• Fix the hideous memo on the course website
• Use HATS and make it readable to earn 3 extra
credit points! This is huge…can help if you are
missing an assignment or think your analytical
report won’t be so good…

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Bus 305 week 6 enhancing visual appeal

1. BUS 305 Week 7

2. Agenda • Producing business communications • Written, online & email • Best practices for making messages look professional and polished

3. Form compared to substance • Which is more important? • Why do both matter? • Can form impact substance? Why? How?

4. Production • Communications must be ‘produced’ so they can be read easily and understood

5. Enhancing visual appeal • Critical to getting messages across • Human beings are highly visual • Visual choices are part of the communication and can influence the reader; What does this mean?

6. HATS • Headings • Art • Typography • Spacing

7. HATS: Headings • Must use these effectively! • They are a call to attention and action • Many people scan/skim messages making headings critical to comprehension and action • What happens when you are given a message with no headings and just paragraphs of text?

8. Types of headings • Topical: Customer Service • Statement: Customer Service and its Role in Revenue • Question: What role does customer service play in revenue?

9. Adequacy and Hierarchy • Two important concepts related to headings • Adequacy: Are there enough headings to see the general idea/contents of the communication without reading it? • Hierarchy: Is the structure of the document/message clear based upon the hierarchical order of headings (general to specific) indicated by size, indentation, and font (important in long documents!)

10. HATS: Art • Use of visuals to convey information • Graphs, charts, pictures, clipart • So easy in a world where images are just a Google search away! • Can be as simple as a row of information in columns

11. HATS: Typography • Do you know a serif font from a san serif? • Which is better?

12. Alignment • Left, center or right • Justified (hard to read but gives a document a polished feel); Useful with narrow columns • Everything should be lined up whatever you choose

13. HATS: Spacing • Spacing between paragraphs and headings helps the reader scan and comprehend • Appropriate white space is important!

14. Activity • Fix the hideous memo on the course website • Use HATS and make it readable to earn 3 extra credit points! This is huge…can help if you are missing an assignment or think your analytical report won’t be so good…

Bus 305 week 6 enhancing visual appeal

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