Visual Proofreading

1. Visual Proofreading By Tiffany Chappelle

2. 10 Rules to Visual Proofreading • 1. Is the layout Simple? • What elements you can remove losing the message? • Systematically remove visual elements from your layout, one by one, and evaluate. Start with the more insignificant ones like borders, rules or drop caps • Does it still work?

3. 10 Rules of Visual Proofreading • 2. Does the layout hold together ? • Test your layout by squinting at it • Is the layout seen and perceived as a single, unified whole? Are there things that just don’t feel right? • Hold the layout up to a mirror…. Now how does it look • What’s out of place ? • See any holes ?

4. 10 Rules of Visual Proofreading • 3. Does the most important element dominate ? • Is there a single visual element that commands the first attention • Hand it to a fellow worker, or a friend. Ask them what was their first visual impression.

5. 10 Rules of Visual Proofreading • 4. Is there an obvious and logical visual flow ? • Does the visual flow work with gravity? Or against it? • Does the eye flow from one element to the next the way you want it to? • Count the steps it takes to get to the message. Are there more than two? • In "flash-card" fashion, show the layout (quickly) to an unsuspecting viewer... what's the first thing they saw. Next? Next? Is that what you intended? • Does it reinforce your copy line?

6. 10 Rules of Visual Proofreading • 5. Are all the graphic elements visually balanced? • Where is it heavy? Where is it light? • Is the spread top-heavy or does the weight fall too low? • What is the item next to the heavy spot? • Is that where you want your reader to look next?

7. 10 Rules of Visual Proofreading • 6. Is the space attractive? • Is the division of space within the layout attractive? Is something too large? Too small? • Are there holes in the layout. Once again look at the piece in a mirror. • Does everything look right?

8. 10 Rules of Visual Proofreading • 7. Is there white space? • Is it properly positioned? Is it toward the outside? • Does it visually "push" what you want it to? Once again, squint. • Are there any holes? Can they be moved to the outside?

9. 10 Rules of Visual Proofreading • 8. Do the headlines have impact? • Have you avoided overly long headlines. Are they broken for quick reading? • Have someone read them aloud to you. Did they read them in a single breath? Did they stumble? Did they make sense... to you? To the reader? • Is the illustration or photo appropriate? • Do visuals support the personality and "ambience" of your message? • Do they offer meaning, even if the reader doesn't read the text? • Do they need captions? Do they send a message? • Is it the correct message?

10. 10 Rules of Visual Proofreading • 9. Is there a visual storyline? • Sometimes it sounds strange to think of "visually" designing a story line. But consider this: if the reader feels comfortable with a beginning, a middle and an ending to the visual story, they're much more likely to be pulled in. • You'll also have a better chance to pull in the typical browser who doesn't like to read at all. So ask: does the visual "story" progress to the desired ending?

11. 10 Rules of Visual Proofreading • 10. Does the whole layout feel good? • When the layout "feels" good, you know your readers will be comfortable with it.

12. Conclusion • These 10 steps are used to help the writer have a more effective publication or paper. • Questions ????