April 22, 2005, Newsletter Issue #15: Where The Emphasis Should Lie
Tip of the Week
LET DESIGNERS KNOW WHERE THE EMPHASIS SHOULD LIE
When you write some text, whether it be sales copy or content or editorial, you have in mind certain points of emphasis. Much of this emphasis will be communicated through the way in which you write - the pace and construction of your writing.
However, sometimes we also depend on visual formatting to help place the emphasis where it belongs. This kind of emphasis may be communicated through the choice of font, the size of the type, the use of subheads and indents.
Do you have control over the final layout and appearance of your writing? Do you get to sit down with the designer to make sure he or she knows what you are trying to achieve?
If not, talk with the person who commissioned the work and figure out a way of letting him or her know where you think some formatting could help. And hopefully that information will then flow down to the person who does the final layout.
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