Sublime

In 1984 William S. Cleveland and Robert McGill took on “graphic perception” by testing how well people could decipher simple charts.

Readers look first at the illustration, then at the headline, then at the copy. So put these elements in that order – illustration at the top, headline under the illustration, copy under the headline. This follows the normal order of scanning, which is from top to bottom. If you put the headline above the illustration, you are asking people to scan

Figure 3.13 Summary of survey feedback

As an experiment, let’s see if you can cut half the words out of your website. Can you replace some of your text with images? Can you reduce whole paragraphs into three or four bullet points? Can you summarize sentences into bite-sized soundbites?

Did Somebody Change the Subject?

But the most effective visual presentations are clear, concise, and even terse.

Serif or Sans Serif for Printed Matter? Do you know the difference between a serif and a sans serif type-face? Your eye certainly does. A serif typeface is one that has little feet and embellishments on the tips and base of each letter, such as this font. Sans (the French word “without”) serif faces, such as this font, have no such serifs. The seri

That’s not to say that people don’t have their opinions. John McWade, publisher of Before & After magazine, likes: Adobe Caslon, Adobe Garamond, ITC Stone Serif, and Janson Text 55 Roman. Coauthors James Craig, Irene Korol Scala, and William Bevington, of Designing With Type: The Essential Guide to Typography, say, “Baskerville is considered on

Readers look first at the illustration, then at the headline, then at the copy. So put these elements in that order – illustration at the top, headline under the illustration, copy under the headline. This follows the normal order of scanning, which is from top to bottom. If you put the headline above the illustration, you are asking people to scan