GVCM Chapter 1: Introduction: Documents as Visual Communication

Name: Ariel Starling	Student Number: X00128338
ISM 4011: Introduction to Information Systems
Graphics and Visual Communication for Managers (GVCM)
Chapter 1 Introduction: Document Design
DIRECTIONS:  Read the chapter first, then: 1. Answer the questions as indicated below in the space under the question.  Answers may be found in the appropriate chapter of your GVCM textbook. 2. Change your answers to blue so they can be easily distinguished from the questions. 3. Create a new blog post and copy this information into the post. 4. Once it is pasted into your blog, select all the text (CTRL A) and change the font to TREBUCHET. 5. Change the TITLE of the post to: GVCM Chapter 1: Introduction: Documents as Visual Communication
1. List five decisions that affect a document’s readability and appeal:
Five decisions that affect a document’s readability and appeal are deciding: 1.)    How the document should be laid out on the page 2.)    How long the text lines should be 3.)    What font or fonts to choose 4.)    How to most effectively combine type styles for visual emphasis 5.)    How to use visual design to show the hierarchy of information
2. Explain why you may choose to design a document with an underlying grid pattern (such as. 2/3 text, 1/3 for figures) as opposed to a single column document.
One reason that you may choose to design a document with an underlying grid pattern as opposed to a single column document is that it allows for the consistent placement of text and graphics throughout a multipage document.
3.  Explain how using white space appropriately can increase the effectiveness of your document.
The strategic use of white space can enhance the readability of a document, help to emphasize important points, as well as lighten the overall look of the document. Too little white space in a document can make the document challenging to read because readers will find it difficult to focus on specific elements. Too much white space may lead the reader to believe that the documents is conveying too little information.
4.  What is the optimum line length in an effective document? What happens if the line length is too short? What if it is too long?
As a rule of thumb, the optimum line length is between 35-70 characters (between 8-12 words). Lines that are too long will require readers to move their heads to read the entire line, thus causing fatigue when reading long documents. Lines that are too short break up units of words that the reader expects to read together, thus making the reader work harder to discern the message.
5. List and explain the four types of alignment and when each should be used.
1.)    Fully Justified – when texts are set flush left and flush right; this alignment is used in documents such as books, newspapers, and magazines. 2.)    Left Justified – when the lines of type align along the left margin but not the right; this alignment is most readable for long documents. 3.)    Right Justified – when the lines of type align along the right margin but not the left; this alignment is useful for photo illustrations and captions or margin notes. 4.)    Centered – when lines of type are centered one over the other so that both the left and right sides are ragged; this alignment may enhance the design of such things as invitations or announcements where the reader does not have to read large amounts of text.
6. Explain the difference between serif and sans serif fonts. Give examples of each. IMPORTANT NOTE: Although serif fonts may be easy to read on printed documents, the serifs add extra pixels to electronic text which make the text more difficult to read on the screen (especially on mobile devices). This is why you change the font of your blog to Trebuchet, as sans serif font.
A serif typeface has small, horizontal strokes that extend from the end of the vertical strokes. These small strokes, or serifs, lead you eye quickly along a line of copy, allowing you more easily to process words instead of individual letters. A sans serif typeface lacks those small horizontal strokes.
7. What happens if you use a font in a shared Word document that is not available on the other person’s computer? How can you avoid this?
If you are designing an electronic document that will be read in its native program, then you should consider whether your readers will also have the font on their computers. If not, the program is likely to substitute fonts which can significantly change the look of the document. Occasionally, the document becomes unreadable.
8. a. What is a PDF file? What is the advantage of using PDFs?
A PDF file is a Portable Document Format file that is created with programs such as Adobe Acrobat. This program captures the exact look of a document as it would appear when printed, including texts, fonts, images, and formatting.
b. If you created and formatted a Fresh Foods Marketplace Medical Insurance Form as a class exercise, upload the form into your GOOGLE DRIVE, changed the SHARE settings to PUBLIC, and copy and paste the link to the form here (see instructions for  Google upload on D2L). FFM Medical Form PDF Link:https://drive.google.com/open?id=0BxVlUHKU61TldHUzQUZQay0xUHM&authuser=0
9. Explain the following type size terms:
a.  Point size: How type is measured vertically; one point is equal to vertical height of 1/72 of an inch. b.  Ascender: An upward vertical stem on some lowercase letters, such as h and b, that extends above the x-height. c.  Descender: The portion of a letter that extends below the baseline of a font. d.  X-height: The measure of a lowercase letter without an ascenders or descenders – the letter x.
10.  How can two fonts that are the same point size (say, 36 points) look significantly different in size?
If Font A has a larger x-height than Font B, but both are the same point size font, the characters of Font A may not only look larger but will actually take up more space than characters set in the same point size font of Font B.
11. What is leading (BTW, this is pronounced “ledding” not “leeding”)?  What recommendations regarding leading should be followed to create an effective document?  Why should you avoid leading that is “set solid”?
Leading is the amount of space between lines of text – line spacing. In general, the minimum line spacing between lines of body copy is two points. Lines with no leading between the lines are more difficult to read – these are said to be “set solid” and require the reader to read more slowly to avoid taking in the next line of text before finishing reading the above line.
12. Why is a block of text that is in all UPPER-CASE difficult to read?
A block of text this is in all uppercase letters are difficult to read due to their lack of ascenders and descenders. The consistency forces the reader to work harder to distinguish between letters and recognize words at a glance.
13. List at least four different type styles. Why should you avoid using too many different type styles in a document?
A few typestyles include Roman, or regular letters, Bold Letters, Underlined Letters, and Small Capital Letters. You should avoid too many different type styles because readers will become confused about how to interpret your changes. For the most effective emphasis, use only one of the type styles changes to emphasize an occasional key word or phrase.
NOTE regarding the RECOMMENDATIONS on pages 19-20: The recommendations on pages 19-20 provide a brief, but excellent set of guidelines to follow when designing an effective document. You will be responsible for following these guidelines for all documents you create for this course.  (You will also want to keep these guidelines in mind when you are tasked with creating a document for your business or organization.)