A document's or Web site's success depends as much on how it looks as on what it says. Effective design projects a positive image of yourself and your company and helps readers find information faster. Effectively designed documents and Web sites have visual appeal and are logically organized, clear, and accessible.

Tools for Designing
Three basic design tools are computer hardware, computer software, and printers and scanners. Most word processing programs include desktop publishing features for producing well-designed print documents. Specialized page layout software includes even more design functions. Predesigned templates offer numerous page layout formats for reports, newsletters, brochures, and other business documents. Graphics programs provide drawing tools, icons, clip art, and stock photos and art.

The ABCs of Print Document Design
The basic features of print document design are page layout, typography, and graphics. The proper arrangement and balance of type, white space, and graphics requires as much thought and preparation as the researching, drafting, and revising of the written portion of your document. White space on the page attracts readers' attention, assures readers that the information is presented logically, and helps readers organize information visually. Margins "frame" your document with white space. A comfortable line length-10 to 14 words, or 50 to 70 characters-is essential for easy reading. Multiple columns are useful for documents that intersperse visuals and text, such as newsletters.

Select a typeface that is attractive, functional, and appropriate for your message and complements accompanying graphics. Sans serif fonts are recommended for heads and subheads but not for the main text. In general, use 10- or 12-point type with 2-point leading for the body of your document. Subheads should be 2 to 4 points larger than the main text, and main heads 2 to 4 points larger than subheads. All headings should be concise and grammatically parallel and follow a hierarchy of points within the text. Use lists to help readers divide, organize, and rank information. Lists can be numbered, lettered, or bulleted. Use captions to explain or highlight visuals.

Like other visuals, graphics should work in conjunction with your words. A document without visuals or graphics may look boring or confusing. Clip art, boxes, rules, and logos are all graphic elements you can use.

Poor Document Design: What Not to Do
Don't skimp on white space. It's difficult to locate information in a document that is crammed with information. Don't make your lines excessively long. Don't overuse visuals. Too many visuals and graphics can create barriers and confusion and will crowd your pages. Don't mix typefaces within the main text, but use a contrasting typeface for heads. Try not to mix different serif typefaces and different sans serif typefaces. Don't use type smaller than 9 points or leave inadequate line space (leading) between lines.

Don't forget to use heads and subheads. These useful guideposts help readers find their way through documents and help break up the text. Don't use excessive spacing. Too much space-after words, in lists, after headings-looks unprofessional. Avoid overusing capitals, boldface, and italics; too many special effects make your work hard to read.

Using Color
Color can be used to tie important ideas together, set moods, and cause reactions. Color helps sell ideas 85% more effectively than black and white communications. Light colors make objects look darker; dark colors make objects look smaller. Keep it simple-use no more than two or three colors on a page. Too many bright colors overwhelm the eye, so use them sparingly. Use "cool" colors for backgrounds.

Designing Web Sites
Web sites can be personal, corporate, informational, or issue oriented. Whatever its purpose, a Web site must attract readers' interest.

Follow these four design rules to make your Web sites look good:

1. Keep it simple. Don't let the purpose of your site get lost in an overly elaborate design.
   
   
2. Be consistent. Use a consistent layout and design elements (typefaces, colors, borders, and so on) throughout your site.
   
   
3. Make it clear. Make your message clear. Fancy designs do not always add to the clarity of a site.
   
   
4. Less is more. Limit the items (paragraphs, topics) on your pages to a maximum of five. Too much information on a page makes it difficult to digest.

Apply the four keys to effective writing (Chapter 1) to online content just as you do for traditional printed business documents. Remember that people do not usually read Web sites sequentially, from start to finish; instead, they "navigate" through a site to find the information they want, by means of hyperlinks and menus. Therefore it is important to provide a clear and intuitive navigation system for your readers.

Web pages consist of three basic parts: a hidden line that tells Web browsers which version of HyperText Markup Language (HTML) was used to create the page; a "head" section containing a title and hidden keywords for search engines; and the body of the page.

Web pages use more headers than print documents do, to divide content up into manageable "chunks" and for use as menu selections and links. Web page headers should be very short and descriptive.

Because your online audience is unlikely to read through your entire Web site, it is important to get to the point quickly. Keep sentences and paragraphs short, and use white space, headings, and lists to break up the text.

Tables are an extremely versatile tool for designing and organizing Web pages. Most Web pages use a grid as the foundation of their design. When you design a Web page, take inventory of your content elements, and then try to map them onto a grid.

Use color only for emphasis. Select colors that suit your audience and purpose, and limit yourself to a few colors. Also, be sure to use colors consistently throughout your site. Images, like color, can be difficult to use effectively. Poor use of images can undermine your message. When selecting images for a Web site, remember to consider color, file format, and file size.

An effective Web site:

• Targets its audience well
  
  
• States its purpose clearly
  
  
• Uses an appropriate style and tone for its message
  
  
• Has clear and intuitive navigation
  
  
• Has a consistent look and feel
  
  
• Does not have broken links or orphaned pages
  
  
• Loads quickly