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.They read the first part a few lines or a bit more and then start to scan.The way thedocument is presented, and the graphic variety and emphasis,makes it more likely that they will slow and take in importantpoints of what you are trying to put across.In case you doubt just how important it is to promptattention, consider one piece of research.Professor Colin Masonof Southampton University headed some research into howthoroughly potential investors read the marketing plans ofbusinesses in which they considered taking a stake.These areimportant documents and typically (in the ones used in thestudy) were 60 pages in length.Yet the average time spentstudying them was a mere eight minutes; hardly long enough fora careful read, much less a lengthy study.Other studies, I amthinking of one about how employers study CVs, support thisview.Your documents really must earn a reading and they must doso quickly.The early part of the text is important, so to is howthey look and how easy it is to pick up clues and focus onparticular areas that seem of interest within the text.That beingso, let s see how specifically presentation contributes.There are four main areas requiring attention here: thegraphics and layout of the page; the use of exhibits (like graphs orcharts); options that suit certain circumstances (like appendices);and the overall packaging (binding etc) of the document. 117 The Contribution of PresentationHow the pages lookThe first thing to be mentioned here is, in fact, nothing.The white space of the page is as important as what is on it.Iftext is densely packed, it seems to have no space to breathe, onething runs into the next and any intended emphasis is diluted orlost.In addition, it simply looks off-putting and will seem, andbe, harder to read.So the first rule of layout is to space things out.In a longreport especially, all the spaces between headings and sections,and even between paragraphs, need to be sufficient to give theright look.Margins should not be set too tight.Remember thatmany recipients of these documents tend to annotate them.What looks neat and tidy on arrival, may look a real mess whensomeone has been through it to prepare for a meeting, say.Assume this will be done and leave enough space for it to be doneconveniently.Now we look, in turn, at a number of different aspects ofwhat is on the pages and how it is arranged.Page layoutThe specimen page (shown on page 118) illustrates just a few ofthe ways of laying out a document.These days many suchformats can be called up as integral parts of a word processingsystem; the permutations are numerous.It is also easy to modifysuch standard offerings, or indeed to create new formats, so youshould be sure you select something that is just right for yourpurpose.TypefaceThe options here are again many.It may be useful to chop andchange in various ways, but using too many typefaces in any onedocument quickly makes it untidy. 118 How to Write Reports and ProposalsSPECIMEN PAGE1.INTRODUCTIONThis page is presented to give some examples of the manypossibilities available.As it needs some text, it highlights some of thekey elements that layout can incorporate.These are referred to inmore detail in the text.2.KEY ELEMENTSHeadings need to stand out.It makes it easier to scan a page and pickout specific items or topics.In addition, bullet points are useful tohighlight subheadings, used here to flag other ways of creatinggraphic emphasis:" bold type: text in bold type stands out even in the middleof a line; this is not only for headings." CAPITAL LETTERS are also useful.Alternatively, lists can be made easier to read simply by putting eachitem on a new line, perhaps started by a dash or short rule: this differentiates points from the main text it also groups items that naturally sit togetherso that such a list could say: There are three key factors here& andnumber them:i) first, there is&ii) second, there is&iii) and so on.Dividing a sectionSometimes if the main numbered headings are too long they need tobe subdivided.This is easily done with subheadings such as the onepreceding this paragraph.Other factors can act in a similar way.For example, a key sentence may be indented like this, thisstands out at once; bold type reinforces the effect.Shown here sandwiched between lines of routine text, the effect isvery clear.*3.FINALLYJust to complete, and fill, this page it should be noted that theexample given relates to overall layout, and it is not usuallyappropriate to have so many different devices as there are on thispage in such a short space.The effect, if these elements areoverdone, can become messy.* This could also be in, say, italics.(Footnotes can be useful.) 119 The Contribution of PresentationMost organisations adopt a standard layout (or layouts) andthis is something that is designed, not least, to blend in well withthe style of their letterheads and reflect corporate image andstyle.A consistent look is sensible if a number of items are allgoing to end up in the same place, say in a customer s file.Type sizeThis can be varied to a greater extent than typefaces.Larger andsmaller sizes may be usefully picked to do particular jobs, forexample:larger for title pages or headingssmaller for footnotes or asides of lesser importance.Graphic emphasisThere are a number of ways to make a part of the text stand out,or, for that matter push other parts into the background (some ofthese link to the page layout examples:" CAPITAL LETTERS;" bold type (which can be used to highlight a word orsentence in the text, as well as for headings: seespecimen page);" italics;" underlining;" indenting.Indenting is often used with bullet points,and as well as the standard bullet there are severaldesigns: one to match every style of document.None of these devices are mutually exclusive, something can bein BOLD CAPITALS, in UNDERLINED CAPITALS (or both) orwhatever other permutation suits and does the job. 120 How to Write Reports and ProposalsAnother device is the boxed paragraph.This is useful forasides, something that is not so dependent on thesequence involved, summaries or whatever needs ahigher degree of separation.The boxed paragraphs in thisseries are typical examples.NumberingIt is important for readers to be able to find their way easilyaround a document.Not just through it, but back and forth ifthey want to locate a particular item.Pages should always be numbered, probably headings too.Subheadings can be numbered also, of course, though the use ofbullet points may reduce the need for some of this.Formalnumbering can also be used thus:1.for main headings, 1.1, 1.2, 1.3 etc for subheadings, or evenfor paragraphs.(This is not suitable for everything as itappears formal and has a touch of the old style civil serviceabout it.)There are a number (sic) of ways of numbering as well as 1., 2., 3.These include i), ii), iii); a), b), c); A, B, C; thus it is possible tohave a hierarchy of numbered points without instigating anyconfusion.Always check carefully and be consistent in the wayyou do this [ Pobierz całość w formacie PDF ]
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.They read the first part a few lines or a bit more and then start to scan.The way thedocument is presented, and the graphic variety and emphasis,makes it more likely that they will slow and take in importantpoints of what you are trying to put across.In case you doubt just how important it is to promptattention, consider one piece of research.Professor Colin Masonof Southampton University headed some research into howthoroughly potential investors read the marketing plans ofbusinesses in which they considered taking a stake.These areimportant documents and typically (in the ones used in thestudy) were 60 pages in length.Yet the average time spentstudying them was a mere eight minutes; hardly long enough fora careful read, much less a lengthy study.Other studies, I amthinking of one about how employers study CVs, support thisview.Your documents really must earn a reading and they must doso quickly.The early part of the text is important, so to is howthey look and how easy it is to pick up clues and focus onparticular areas that seem of interest within the text.That beingso, let s see how specifically presentation contributes.There are four main areas requiring attention here: thegraphics and layout of the page; the use of exhibits (like graphs orcharts); options that suit certain circumstances (like appendices);and the overall packaging (binding etc) of the document. 117 The Contribution of PresentationHow the pages lookThe first thing to be mentioned here is, in fact, nothing.The white space of the page is as important as what is on it.Iftext is densely packed, it seems to have no space to breathe, onething runs into the next and any intended emphasis is diluted orlost.In addition, it simply looks off-putting and will seem, andbe, harder to read.So the first rule of layout is to space things out.In a longreport especially, all the spaces between headings and sections,and even between paragraphs, need to be sufficient to give theright look.Margins should not be set too tight.Remember thatmany recipients of these documents tend to annotate them.What looks neat and tidy on arrival, may look a real mess whensomeone has been through it to prepare for a meeting, say.Assume this will be done and leave enough space for it to be doneconveniently.Now we look, in turn, at a number of different aspects ofwhat is on the pages and how it is arranged.Page layoutThe specimen page (shown on page 118) illustrates just a few ofthe ways of laying out a document.These days many suchformats can be called up as integral parts of a word processingsystem; the permutations are numerous.It is also easy to modifysuch standard offerings, or indeed to create new formats, so youshould be sure you select something that is just right for yourpurpose.TypefaceThe options here are again many.It may be useful to chop andchange in various ways, but using too many typefaces in any onedocument quickly makes it untidy. 118 How to Write Reports and ProposalsSPECIMEN PAGE1.INTRODUCTIONThis page is presented to give some examples of the manypossibilities available.As it needs some text, it highlights some of thekey elements that layout can incorporate.These are referred to inmore detail in the text.2.KEY ELEMENTSHeadings need to stand out.It makes it easier to scan a page and pickout specific items or topics.In addition, bullet points are useful tohighlight subheadings, used here to flag other ways of creatinggraphic emphasis:" bold type: text in bold type stands out even in the middleof a line; this is not only for headings." CAPITAL LETTERS are also useful.Alternatively, lists can be made easier to read simply by putting eachitem on a new line, perhaps started by a dash or short rule: this differentiates points from the main text it also groups items that naturally sit togetherso that such a list could say: There are three key factors here& andnumber them:i) first, there is&ii) second, there is&iii) and so on.Dividing a sectionSometimes if the main numbered headings are too long they need tobe subdivided.This is easily done with subheadings such as the onepreceding this paragraph.Other factors can act in a similar way.For example, a key sentence may be indented like this, thisstands out at once; bold type reinforces the effect.Shown here sandwiched between lines of routine text, the effect isvery clear.*3.FINALLYJust to complete, and fill, this page it should be noted that theexample given relates to overall layout, and it is not usuallyappropriate to have so many different devices as there are on thispage in such a short space.The effect, if these elements areoverdone, can become messy.* This could also be in, say, italics.(Footnotes can be useful.) 119 The Contribution of PresentationMost organisations adopt a standard layout (or layouts) andthis is something that is designed, not least, to blend in well withthe style of their letterheads and reflect corporate image andstyle.A consistent look is sensible if a number of items are allgoing to end up in the same place, say in a customer s file.Type sizeThis can be varied to a greater extent than typefaces.Larger andsmaller sizes may be usefully picked to do particular jobs, forexample:larger for title pages or headingssmaller for footnotes or asides of lesser importance.Graphic emphasisThere are a number of ways to make a part of the text stand out,or, for that matter push other parts into the background (some ofthese link to the page layout examples:" CAPITAL LETTERS;" bold type (which can be used to highlight a word orsentence in the text, as well as for headings: seespecimen page);" italics;" underlining;" indenting.Indenting is often used with bullet points,and as well as the standard bullet there are severaldesigns: one to match every style of document.None of these devices are mutually exclusive, something can bein BOLD CAPITALS, in UNDERLINED CAPITALS (or both) orwhatever other permutation suits and does the job. 120 How to Write Reports and ProposalsAnother device is the boxed paragraph.This is useful forasides, something that is not so dependent on thesequence involved, summaries or whatever needs ahigher degree of separation.The boxed paragraphs in thisseries are typical examples.NumberingIt is important for readers to be able to find their way easilyaround a document.Not just through it, but back and forth ifthey want to locate a particular item.Pages should always be numbered, probably headings too.Subheadings can be numbered also, of course, though the use ofbullet points may reduce the need for some of this.Formalnumbering can also be used thus:1.for main headings, 1.1, 1.2, 1.3 etc for subheadings, or evenfor paragraphs.(This is not suitable for everything as itappears formal and has a touch of the old style civil serviceabout it.)There are a number (sic) of ways of numbering as well as 1., 2., 3.These include i), ii), iii); a), b), c); A, B, C; thus it is possible tohave a hierarchy of numbered points without instigating anyconfusion.Always check carefully and be consistent in the wayyou do this [ Pobierz całość w formacie PDF ]