{"id":266,"date":"2023-09-19T23:54:18","date_gmt":"2023-09-19T23:54:18","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/chapter\/introduction-to-media-and-your-message\/"},"modified":"2024-07-26T07:44:38","modified_gmt":"2024-07-26T07:44:38","slug":"introduction-to-media-and-your-message","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/chapter\/introduction-to-media-and-your-message\/","title":{"raw":"Learn It 5.1.3 Designing Your Message","rendered":"Learn It 5.1.3 Designing Your Message"},"content":{"raw":"<h2>More Visual Design Principles<\/h2>\r\n<h3>Balance and Space<\/h3>\r\n<p>Keeping the elements of your design balanced gives the design some form and stability. Even spacing makes it look professional and attractive, but that doesn\u2019t mean it needs to be symmetrical. It can be asymmetrical, with larger items in the upper left corner balancing out smaller ones in the lower right, and so on.<\/p>\r\n<p>Leaving open, or <strong>negative<\/strong>, space ensures that your visual isn\u2019t cluttered and can highlight the important parts of a design. Brand guides often specify how much space should be left around a logo or other brand elements.\u00a0<\/p>\r\n<h3>Font<\/h3>\r\n<p>Design doesn\u2019t stop at the picture. [pb_glossary id=\"2574\"]Fonts[\/pb_glossary] have everything to do with your audience\u2019s engagement with your communication. Take a look at this font and decide if it\u2019s easy to read:<\/p>\r\n<p><img class=\"aligncenter wp-image-5340\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02165848\/brushscriptfont-1024x98.png\" alt=\"A cursive font with the words &quot;The brown fox jumps over the lazy dog.&quot; The font has a lot of extra curves and is compressed, making it difficult to read\" width=\"802\" height=\"77\" \/><\/p>\r\n<p>You can tell what it says; however, reading this font for too long could get tiring, especially on a screen. Is this next font easier to read?<\/p>\r\n<p><img class=\"aligncenter wp-image-5341\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02170018\/sansseriffont-1024x98.png\" alt=\"A plain sans serif font with the words &quot;The brown fox jumps over the lazy dog.&quot; The font is simple, making it easier to read.\" width=\"812\" height=\"78\" \/><\/p>\r\n<p>Your audience won\u2019t continue to read your communication if you\u2019ve chosen a font that\u2019s difficult to read.\u00a0<\/p>\r\n<p>In addition to legibility, there\u2019s a question of style. A reader might not take you seriously if you choose a typeface that's playful like loopy handwriting for professional communications. Choosing a font is a lot like choosing a tone of voice to use when speaking to someone, and it's important to choose one that aligns with the situation. How do you feel about these lines of text and how they work together?<\/p>\r\n<p><img class=\"aligncenter wp-image-5342\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02175247\/DisneyQuote.png\" alt=\"A quote from Walt Disney reading &quot;If you can dream it, you can do it.&quot; The majority of the quote is in a simple sans serif font. The words dream it are light purple and in a cursive font. The words do it are in a serif font, all capital letters, and a dark purple.\" width=\"350\" height=\"452\" \/><\/p>\r\n<p>They\u2019re just words, but they\u2019re very visual; the use of color and different fonts of different sizes draws your attention to the words \"dream it\" and \"do it.\"<\/p>\r\n<section class=\"textbox watchIt\">\r\n<p>Graphic artists use a variety of rules to choose fonts and lay them out in a graphic design. This video shows you\u2014very visually\u2014how graphic artists make fonts work as a component of visual media.<\/p>\r\n<p><iframe src=\"\/\/plugin.3playmedia.com\/show?mf=2775003&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=sByzHoiYFX0&amp;video_target=tpm-plugin-9jep4ouo-sByzHoiYFX0\" width=\"800px\" height=\"450px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\r\n<p>You can view the\u00a0<a href=\"https:\/\/course-building.s3.us-west-2.amazonaws.com\/BCommMgrs\/Transcripts\/BeginningGraphicDesignTypography_transcript.txt\" target=\"_blank\" rel=\"noopener\">transcript for \"Beginning Graphic Design: Typography\" here (opens in new window).<\/a><\/p>\r\n<\/section>\r\n<p>Business communicators aren\u2019t necessarily graphic artists, but a good command of a graphic designer\u2019s visual design techniques will help you evaluate your visual media and decide if it\u2019s going to support your message. These aren\u2019t all the visual design principles a graphic designer employs, of course, but they're a good place to start.<\/p>\r\n<section class=\"textbox tryIt\">\r\n<p>[ohm2_question]24649[\/ohm2_question]<\/p>\r\n<\/section>","rendered":"<h2>More Visual Design Principles<\/h2>\n<h3>Balance and Space<\/h3>\n<p>Keeping the elements of your design balanced gives the design some form and stability. Even spacing makes it look professional and attractive, but that doesn\u2019t mean it needs to be symmetrical. It can be asymmetrical, with larger items in the upper left corner balancing out smaller ones in the lower right, and so on.<\/p>\n<p>Leaving open, or <strong>negative<\/strong>, space ensures that your visual isn\u2019t cluttered and can highlight the important parts of a design. Brand guides often specify how much space should be left around a logo or other brand elements.\u00a0<\/p>\n<h3>Font<\/h3>\n<p>Design doesn\u2019t stop at the picture. <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_266_2574\">Fonts<\/a> have everything to do with your audience\u2019s engagement with your communication. Take a look at this font and decide if it\u2019s easy to read:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5340\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02165848\/brushscriptfont-1024x98.png\" alt=\"A cursive font with the words &quot;The brown fox jumps over the lazy dog.&quot; The font has a lot of extra curves and is compressed, making it difficult to read\" width=\"802\" height=\"77\" \/><\/p>\n<p>You can tell what it says; however, reading this font for too long could get tiring, especially on a screen. Is this next font easier to read?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5341\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02170018\/sansseriffont-1024x98.png\" alt=\"A plain sans serif font with the words &quot;The brown fox jumps over the lazy dog.&quot; The font is simple, making it easier to read.\" width=\"812\" height=\"78\" \/><\/p>\n<p>Your audience won\u2019t continue to read your communication if you\u2019ve chosen a font that\u2019s difficult to read.\u00a0<\/p>\n<p>In addition to legibility, there\u2019s a question of style. A reader might not take you seriously if you choose a typeface that&#8217;s playful like loopy handwriting for professional communications. Choosing a font is a lot like choosing a tone of voice to use when speaking to someone, and it&#8217;s important to choose one that aligns with the situation. How do you feel about these lines of text and how they work together?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5342\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02175247\/DisneyQuote.png\" alt=\"A quote from Walt Disney reading &quot;If you can dream it, you can do it.&quot; The majority of the quote is in a simple sans serif font. The words dream it are light purple and in a cursive font. The words do it are in a serif font, all capital letters, and a dark purple.\" width=\"350\" height=\"452\" \/><\/p>\n<p>They\u2019re just words, but they\u2019re very visual; the use of color and different fonts of different sizes draws your attention to the words &#8220;dream it&#8221; and &#8220;do it.&#8221;<\/p>\n<section class=\"textbox watchIt\">\n<p>Graphic artists use a variety of rules to choose fonts and lay them out in a graphic design. This video shows you\u2014very visually\u2014how graphic artists make fonts work as a component of visual media.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?mf=2775003&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=sByzHoiYFX0&amp;video_target=tpm-plugin-9jep4ouo-sByzHoiYFX0\" width=\"800px\" height=\"450px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<p>You can view the\u00a0<a href=\"https:\/\/course-building.s3.us-west-2.amazonaws.com\/BCommMgrs\/Transcripts\/BeginningGraphicDesignTypography_transcript.txt\" target=\"_blank\" rel=\"noopener\">transcript for &#8220;Beginning Graphic Design: Typography&#8221; here (opens in new window).<\/a><\/p>\n<\/section>\n<p>Business communicators aren\u2019t necessarily graphic artists, but a good command of a graphic designer\u2019s visual design techniques will help you evaluate your visual media and decide if it\u2019s going to support your message. These aren\u2019t all the visual design principles a graphic designer employs, of course, but they&#8217;re a good place to start.<\/p>\n<section class=\"textbox tryIt\">\n<iframe loading=\"lazy\" id=\"ohm24649\" class=\"resizable\" src=\"https:\/\/ohm.one.lumenlearning.com\/multiembedq.php?id=24649&theme=lumen&iframe_resize_id=ohm24649&source=tnh&show_question_numbers\" width=\"100%\" height=\"150\"><\/iframe><br \/>\n<\/section>\n<div class=\"glossary\"><span class=\"screen-reader-text\" id=\"definition\">definition<\/span><template id=\"term_266_2574\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_266_2574\"><div tabindex=\"-1\"><p>A font is a set of printable or displayable text characters in a specific style and size, including letters, numbers, symbols, and punctuation marks.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><\/div>","protected":false},"author":9,"menu_order":5,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Visual Design Principles\",\"author\":\"Freedom Learning Group\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Typography examples\",\"author\":\"Lumen Learning\",\"organization\":\"\",\"url\":\"https:\/\/commons.wikimedia.org\/wiki\/File:Konfuzius-1770.jpg\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"Beginning Graphic Design: Typography\",\"author\":\"LearnFree\",\"organization\":\"\",\"url\":\"https:\/\/youtu.be\/sByzHoiYFX0\",\"project\":\"\",\"license\":\"other\",\"license_terms\":\"Standard YouTube License\"}]","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"part":264,"module-header":"learn_it","content_attributions":[{"type":"original","description":"Visual Design Principles","author":"Freedom Learning Group","organization":"Lumen Learning","url":"","project":"","license":"cc-by","license_terms":""},{"type":"original","description":"Typography examples","author":"Lumen Learning","organization":"","url":"https:\/\/commons.wikimedia.org\/wiki\/File:Konfuzius-1770.jpg","project":"","license":"cc-by","license_terms":""},{"type":"copyrighted_video","description":"Beginning Graphic Design: Typography","author":"LearnFree","organization":"","url":"https:\/\/youtu.be\/sByzHoiYFX0","project":"","license":"other","license_terms":"Standard YouTube License"}],"internal_book_links":[],"video_content":null,"cc_video_embed_content":{"cc_scripts":"","media_targets":[]},"try_it_collection":null,"_links":{"self":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/266"}],"collection":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":13,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/266\/revisions"}],"predecessor-version":[{"id":4748,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/266\/revisions\/4748"}],"part":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/parts\/264"}],"metadata":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/266\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/media?parent=266"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapter-type?post=266"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/contributor?post=266"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/license?post=266"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}