Applicable for blank/editable designs only

We have put together some tips to help you on your way to creating a great design!

Much of the message to be communicated in your publication will be done via text, so it is essential that your readers are able to digest the words you use.

The first pillar of any creative project is the content itself. This means being certain of the objectives of the project and ensuring that the text content is supporting these objectives as efficiently as possible.

Not only must text be relevant in its message, it must also be formatted and edited to complement the form that the project will take, be it print or digital. The text must be manipulated to support the form of the project.

Too many words

Communicating clearly and concisely is essential, otherwise, your readers will soon become fatigued and stop reading.

A bad example
In this example, you can see that the page is completely filled with words. There is no room for the content to ‘breathe’. You should consider editing your content further, removing any repetition and unnecessary words. Using interactive features to display more text in a pop-up may also help relieve pressure in the page.

A better example
Using imagery or illustrations to convey your message can help relieve the issue. Incorporating more whites pace and columns will help your content breathe, making it easier for your reader to understand your message.

Text with margins 

You may want to set a back colour behind some text, but if you do not have any margins, your text will be harder to read.

A bad example
Not only is there no margin used, the background colour is so dark that the black text is even harder to read.

A better example
Adding a margin around the text and picking a more appropriate text colour makes this box far easier to read. 

Headlines and straplines 

A headline must be clear and concise. Long headlines are confusing to readers and should be reworked into a headline supported by a strapline.

A bad example
A good headline is concise and communicates what this section will be about. In this example, it’s difficult to get to the end of the headline and still be sure what the section is about.

A better example
A strapline is a piece of text that is less attention-grabbing than a headline but is still more noticeable than regular body text.  In this example, it expands upon the  subject introduced by the headline.

Checking for errors 

One of the most important aspects of managing a creative project is ensuring there are no errors in the text, and this goes beyond running a spellcheck…

You should always check your text for the following types of errors:

  • Thorough proofreading to ensure the text makes sense and uses good grammar
  • Spellchecking to remove spelling mistakes and standardise the variant of English used
  • Fact checking to ensure your text doesn’t make any inaccurate or unrealistic claims
  • Is your text well-structured, using paragraphs that help convey your message?
  • Does your text have the same tone of voice throughout? Content that is an aggregate of several different writers can feel chaotic if their styles are not edited to be more coherent
  • Is your content dated or likely to become ambiguous over time? Does the document use terms like ‘Next month’ or ‘On Friday’? If so, it may help to be more specific to avoid confusion in the future
  • Have you removed swear words, slang or offensive language?

Small text 

While designing, you may be tempted to make all your text fit by using a smaller point size.

A bad example
Readers may be able to see this text initially, but the strain placed on their eyes will mean they will soon fatigue and stop reading.

A better example
A minimum point size of 16 is recommended. If you still have excess text, you can use a read more interactive box.

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