Use design to increase readability

Making your documents easy to read and understand takes more than good writing. You need to take a long look at how all the images in your manuals and instruction materials are working as well.

Knowing when and how to use photos and illustrations increases the readership, understandability and clarity of your documents. Using them improperly can leave your readers scratching their heads.

Take a look at our guide to designing for increased readability and help your customers see more clearly.

Review how you will use your images

From experience, we know that consumers prefer images to words. However, you need to ask yourself some questions before figuring out what type of images to use.

• Size — What are the exact dimensions? Space must be left in the document for the image. If you do not have the image yet, insert a box in the process description that is the size of the proposed image.
• Point of view — The image must show the angle of view and how much of the related or adjacent equipment, background, etc., is visible. Decide which elements of the image should be emphasized.
• Detail level — How much detail does the image need? What would best communicate the information: a simple line drawing, a photograph, a complex illustration or something three-dimensional? Give the reader only enough detail to accomplish the task. Any more just invites confusion.
• Contents — How is the item or action portrayed? For example, if your image is to indicate a cable connection, does it show a hand holding the cable or simply the cable end with an arrow? The contents of the image will depend on the complexity of your product, your audience, their level of expertise and what you want them to accomplish (the more complex your audience, product or task, the more detail that’s needed).

Determine the best use of call-outs

When labeling images, all your call-outs must be clearly marked. But should the picture itself be labeled with text or should it be numbered for reference?

When text-labeling art directly, remember:

• If the document needs to be translated into other languages, it is much more difficult, expensive and time-consuming when the artwork needs to be changed for each language.
• Text labels work best if you need only moderate to few labels. Too many words in a piece of artwork can make it difficult to see the references and to read all the text.

When using numbered references, remember:

• The reader should be able to see the piece of art from where the text is explaining the numbered references.
• Label the call-outs in consecutive numbers in a clockwise or a counter-clockwise pattern.

Decide between photos and illustrations

How do you know if a photo or an illustration is best? Answer the question, “What communicates the information most simply?”

For photos, keep in mind:

• Photos most often include too many irrelevant details.
• Arrow lines that point to things are often more difficult to see on a photo.
• Take the background of the photo into consideration (make sure it’s not dirty or reveals top-secret information).

Photos can generally be done quickly and less expensively than illustrations.
For illustrations, keep in mind:

• An illustration can favor, preserve or even emphasize some qualities while sacrificing, suppressing or omitting other characteristics that are not the focus of attention.
• The illustration has a clearer picture of shape, structure and material composition (the background can be whatever).
• Illustrations usually cost more to produce than photos.

Example
Whirlpool Corp. wanted to make its installation instructions easier, thereby reducing the number of people calling into the help line.

By changing from a photo to an illustration and increasing the size, the customer’s focus was directed to where it needed to be instead of trying to decipher an entire photograph. Also, by adding text labels to pinpoint key information, the customer could understand more of the installation by just viewing the illustration.

Need better results? Using illustrations to make after-sales support easier to understand is just one business communications solution we’ve provided over the past 25 years. To explore some innovative ways to reach your audience, e-mail Matt Harlow or call 800-800-9547.

Ideas are our product. We work to analyze your markets, isolate your key brand benefits and send clear, focused messages right to your target audience. Messages that build your brand image and achieve what you’re really looking for … measurable results. We call it Communication with insight.^sm