So what is it about design that makes us sit up and pay attention? Well, I believe it's the thought process behind the design process. When you really take the time to think about who will be using the sign or document or beer can (or whatever) then you are asking questions like "what would the consumer want?" Medical charts really are a great example. They show you everything, but they tell you nothing. They're full of information, just nothing that anyone without a medical degree can interpret. The designer asks questions like "what can I do to motivate someone to change their behavior?" Obviously, numbers and doctor babble doesn't do much for the average American.
It's funny, most of our lives we take for granted that designers have created the world around us: architects, engineers, advertisers, the idiot that designed this crappy office chair I'm sitting in... For good or ill, we live in a world that is mostly guided by someone else's hand. Yet we rarely think about it. Even the computer screens we are staring at have been been touched by probably dozens of designers.
So what about the design of text? Bernhardt gives a good example of what he calls "visual syntax" (72) with the wetlands document. He says that the organization of such text "conveys information to the reader about textual organization through visible means" (73). I think what that means is that the design itself is rhetorical. By bolding or highlighting or making a word a different color, textual designers are saying "hey, this is important," or "we're deviating from block paragraphs here because this is a separate thought from this." I suppose that paragraphs themselves were some of the first textual design elements. So it's not the text itself that is manipulating the reader, but the design of the text - how white space (or whatever color background) interacts with the text to create additional meaning.
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| sensingarchitecture.com |
I was fascinated by this gestalt theory - some of the laws which guide design. According to Bernhardt, they are:
- how the total document impacts a reader visually
- continuation - the idea that text is lines on a background and that our eye moves across the page in a certain way
- closure - the fact that we as humans like to fill in the gaps and so how text is contrasted against its environment is important
- similarity - objects that are similar in shape, size, etc. are considered part of a cohesive group
I also found it interesting that the design goes way beyond typeface and textual styling. How text is presented is also part of the design process. Sometimes traditional paragraphs are the best way to convey an idea. Sometimes it's a question and answer format. Sometimes sentence fragments are the best way to convey your message. Especially in today's social media dominated world, even the smallest fragment can have a huge impact. The way we play with text these days might have been blasphemy 100 years ago. But today it's all part of how we communicate.





