Document design is the combination of writing and designing, primarily focusing on the reader’s needs along with the skillful selections, suitable structuring and layout as well as clear emphasis of the content.
“Document design is the field concerned with creating texts, that is books, pamphlets, posters and others that integrate words and pictures in ways that help people to achieve their specific goals for using texts at home, school, or work.” (Schriver 1997)
This advertisement uses both text and images to bring the message to its audience.
A good document design acts as a communication medium and it has the ability to convey the right message to the readers.
Based on the two key points I got from my readings, I came to a conclusion that both text and images bring better effects to the readers. “Images have other effects that are different from words, particularly at effective, aesthetic and imaginative levels.” (Walsh 2006)
Readers may not get the message of this advertisement just by looking at the image.
They might be confused on why the policemen are hiding behind this car instead of their own police car.
However, if text were added in the advertisement, readers are able to understand it fully.
It is written at the bottom of the advertisement, "Small but tough". This shows how tough the Volkswagen vehicle is that it is used to shield for the policemen.
Visual images, if not used in the correct way may affect the document design and destroy the original meaning of the message directed to the audience.
This image alone may give the audience a different meaning.
However, the text at the side of the advertisement explains it all. The famous slogan "Just do it" is familiar to all and helps promote Nike.
In multimodal text, both the text and images may carry out different meanings. (Kress, G. & van Leeuwen, T 2006)
This advertisement shows a white woman gripping a black woman by the jaw. The white woman represents a "white PSP" while the black model represents a "black PSP". It also features the slogan: "PlayStation Portable White is coming."
This advertisement has been accused of spreading racism concept in it.
The image gave the audience a different meaning.
An effective document has to have a balance of visual images and text, supporting each other as both carry equal amount of importance as it connects with the readers’ knowledge, experience, beliefs and values. (Schriver 1997)
This is a BMW advertisement promoting safety and advising drivers not to drink and drive.
The image alone could not clearly convey the message to its readers. However with the text, readers understand better of how the image relates to the message.
Based on my observations through the group and individual presentations, I found that that the audience were more engaged in my individual presentation as there were more images added in as examples. It was less text heavy as compared to the group presentation slides and it was much easier for them to catch my point.
Therefore the audience showed more interest and I manage to capture their attention for a longer time.
According to Schriver (1997), redundancy is an effective way that prose and graphic work together bringing forth a better understanding on what I was trying to explain.
In my individual presentation, I included images in my slides to emphasize the message I was speaking on. The audience were also interested in and at the same time curious of what I was going to say about the images.
While in my group presentation, most of our slides were very text-heavy and not much images were used to illustrate the texts.
Therefore, the audience may not pay as much attention to what we were trying to say as it is not as interesting if compared to slides with more images.
My slides were simple and attractive. There were no complicated borders and equal as well as relevant font size were used (Kress & van Leeuwen 2006).
This enables the audience to read clearly and at the same time they will not get distracted by unwanted distractions. My slides were not text heavy and suitable images were inserted in to enhance the audience's understanding on my topic.
"..an image-text relation in which the verbal text extends the meaning of the image, or vice versa.." (Kress & van Leeuwen 2006).
The Formula Toothpaste advertisement gives a good example on how the image was able to add more impact to its audience alongside with the slogan "Builds strong teeth".
In conclusion, a good document design is a blend of equal text and images, that is able to let the audience fully understand the message conveyed.
References
1.Kress, G. & van Leeuwen, T. 2006, Reading images. Chapter 1: The semiotic landscape: language and visual communication.
2.Schriver, K.A. 1997, Chapter 6 in Dynamics in document design.
3.Walsh, M. 2006,” ‘Textual shift’: Examining the reading process with print, visual and multimodal texts,” Australian Journal of Language and Literacy, vol.29, no.1, p.24-37.
References
1.Kress, G. & van Leeuwen, T. 2006, Reading images. Chapter 1: The semiotic landscape: language and visual communication.
2.Schriver, K.A. 1997, Chapter 6 in Dynamics in document design.
3.Walsh, M. 2006,” ‘Textual shift’: Examining the reading process with print, visual and multimodal texts,” Australian Journal of Language and Literacy, vol.29, no.1, p.24-37.
