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Choosing effective document design enhances the readability or usability of your document so that the target audience is more likely to get the message you want them to receive, and your document is more likely to achieve your intended purpose. Designing a document is like designing anything else: you must define your purpose the goals and objectives you hope your document achieves, as well as the constraints — such as word count and format — that you must abide by , understand your audience who will read this document and why , and choose design features that will best achieve your purpose and best suite the target audience.
In essence, you must understand the Rhetorical Situation see Chapter 1. What kind of document design and formatting can help you most effectively convey the desired message to that audience? You want to use the most effective rhetorical strategies at your disposal; document design is one of those strategies.
As you learned in previous writing classes, readers in different contexts expect different textual features, depending on the type of document they are reading and their purpose.
A reader of an online editorial can expect strongly worded arguments that may rely on inflammatory emotional language, but not be backed up with much empirical evidence; we do not expect an online editorial to cite reliable sources in a scholarly format. In contrast, an academic reader expects the opposite: neutral, unemotional language, and plenty of empirical evidence to logically and validly support claims, with sources cited and documented in an appropriately academic bibliographical formats.
These are some of the conventional expectations of the genres. All genres of writing adhere to certain conventions, in terms of content, the style of language used to express that content, and how the content is presented visually. If you look at an online news article or an article in an actual newspaper , you will often notice consistent formatting features.
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