Visual Proofreading

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Visual Proofreading

• By Tiffany Chappelle

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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?

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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 dont
  feel right?
• Hold the layout up to a mirror. Now how does it
  look
• Whats out of place ?
• See any holes ?

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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.

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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?

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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?

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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?

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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?

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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?

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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?

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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.

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Conclusion

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