Let’s Get Visual!
Albert W. Starkweather, Philatelic Communicator
In addition to traditional publishing methods — essentially printed words and illustrations on paper, there are several other ways of presenting information. These include traditional video / film, slides and overhead projections, and the more contemporary on-screen presentations (including CD-ROM), and Internet / intranet sites. Participation by viewers may range from passive to interactive.
Planning
Care equal to that required for a printed publication is necessary for visual output. In additional to style sheets and dummy pages, flow charts may be necessary planning elements. While slides, overhead presentations, and videos and films follow a linear flow, on-screen presentations and Internet / intranet sites usually offer the user different viewing options through hypertext links.
To ensure that a project meets its designed goals, rough sketches of sample screens are needed, along with templates, style sheets, and flow charts to define the flow of information. When developing Internet / intranet sites, the key is links to related information as well as links to return to decision points where the viewer is presented with alternative destinations.
Another major consideration is color, which can be a powerful ally in presenting information or a hindrance. It should complement the message harmoniously without detracting from it. In general, a very limited palette should be employed. “In your face” color, typography, and graphics overwhelm many audiences, particularly when new or unfamiliar information is being presented.
There are five general considerations in planning a visual presentation: (1) overall appearance, (2) typography, (3) graphics / images, (4) audio, and (5) writing, and two issues specific to Internet / intranet and CD-ROM; (6) navigation and (7) interactivity. Special attention must be given to material that will be presented both online and in print to ensure consistency. Although Web sites do not support the same degree of typographical flexibility as print, certain styles should be established — information hierarchy, font styles, color.
Considerations
(1) Overall appearance is determined by the theme of the presentation and the intended audience. Consistency is achieved by adopted a master design and color scheme — usually no more than two or three hues. Slides and overheads usually carry one thought each. Formats — always landscape — must match the projection-screen or monitor. Internet / intranet and CD-ROM pages should seldom scroll horizontally and vertical scrolling should be kept to a minimum.
The simple rules for (2) typography are: Use no more than two or three fonts set in an easy-to-read point size that complements the subject matter. Hyperlinked text should be underlined to indicate that it is a link. To attain maximum readability, use bold and italic for emphasis only, not as body copy.
(3) Graphics / images should have a common design and have colors compatible with the overall scheme. They always should be of the highest quality for the medium, with the added consideration that Web graphics and images should download quickly. Inclusion of animated GIFs and film clips also should follow these rules.
(4) Audio sound bites and music can enhance a presentation and, like graphics, should download quickly if they are included on Web pages. Be sure that music does not mask the spoken word.
To ensure that the message is delivered, (5) writing must be concise, friendly, and easy to understand. Faulty spelling and grammar can ruin a presentation by implying that the facts are also faulty. Be sure information is up to date and correct, including e-mail and snail mail addresses, telephone numbers, and personnel rosters. Remember: Read, revise, rewrite.
(6) Navigation aids are an absolute necessity for Internet / intranet sites and CD-ROMs. These include navigation buttons, word links, drop-down menus, site maps, and image maps. Points to remember include the number of main, sub, and sub-sub screens that spin off the home page. How many mouse clicks does it take to reach them? There should be ample opportunity to return to a given point, escape from a screen, and to move through long text blocks.
Levels of (7) interactivity can range from a button that summons the user’s e-mail or an e-mail form to response and order forms (which may be printed out and mailed or faxed in the case of CD-ROMs), customization or appearance and/or user preferences, and search engines.
A further consideration for Web site design is that it should be appealing and easy to navigate. Pages should download quickly so viewers do not became impatient and leave the site. ![]()



















