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Technical Marketing Communication by Heidi L. Everett, Emil B. Towner

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CHAPTER 5

Working with Design

Design is not art. It may rely on art techniques and principles, but design is aimed at communicating by helping people find, understand, and remember information. This chapter highlights concepts that can be used to visually convey technical marketing messages. Specifically, this chapter focuses on:

     •  Guiding principles

     •  Page design

     •  Graphics and colors

     •  Fonts and formatting text

Guiding Principles

Design is about more than merely placing words and images in a layout. Technical marketers must understand how the design impacts the audience’s perceptions not only of the information they view, but also of the organization distributing that information. The following sections describe two ...

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