Document Design
From Process to Product in Professional Communication
2nd Edition
Published on 1. March 2025
Book
Paperback/Softback
512 pages
979-8-8558-0157-6 (ISBN)
Description
Introduces students to the basic principles and theories of design, combining practical advice about the design process with a foundation in visual rhetoric and usability.
Document Design introduces students to the basic principles and theories of design, combining practical advice about the design process with a foundation in visual rhetoric and usability. Most books on document design lean toward either theory or practice. This book offers a balanced approach-theoretically informed practice-that introduces a working vocabulary to help students become reflective practitioners, able not only to create effective designs but also to explain why and how they made their design choices. Derek G. Ross and Miles A. Kimball hope to give students the foundation they need to make design decisions in any rhetorical situation. Students will learn to negotiate between the needs of both users and clients to consider the nuances of audience, purpose, and context.
Document Design introduces students to the basic principles and theories of design, combining practical advice about the design process with a foundation in visual rhetoric and usability. Most books on document design lean toward either theory or practice. This book offers a balanced approach-theoretically informed practice-that introduces a working vocabulary to help students become reflective practitioners, able not only to create effective designs but also to explain why and how they made their design choices. Derek G. Ross and Miles A. Kimball hope to give students the foundation they need to make design decisions in any rhetorical situation. Students will learn to negotiate between the needs of both users and clients to consider the nuances of audience, purpose, and context.
Reviews / Votes
"Document Design is the best intro to theory-informed practice in visual communication. This long-awaited refresh of a classic will help all instructors of visual communication breathe easier as we design courses aligned with its comprehensive contents. Don't try to teach visual communication without it!" - Kathryn Northcut, Missouri University of Science and Technology"This book would be best for undergraduate students who are seeking to learn visual design in technical communication. However, it can also be used in a graduate course where students are introduced to document design theories and are given assignments to apply those theories in specific contexts. I have been waiting for a book like this to use in my courses." - Jason Tham, Texas Tech University
More details
Series
Edition
Second Edition
Language
English
Place of publication
Albany, NY
United States
Target group
College/higher education
US School Grade: From College Freshman to College Graduate Student
Product notice
Paperback (trade)
Illustrations
238 Illustrations, black and white; 17 Illustrations, color
Dimensions
Height: 280 mm
Width: 216 mm
Thickness: 29 mm
Weight
1313 gr
ISBN-13
979-8-8558-0157-6 (9798855801576)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Miles A. Kimball | Derek G. Ross
Document Design
From Process to Product in Professional Communication
E-Book
03/2025
2nd Edition
State University of New York Press
€50.99
Available for download
Persons
Miles A. Kimball is an independent scholar whose publications have been important in defining the field of technical and professional communication. He is coeditor, with Ross and Hilary Sarat-St. Peter, of the SUNY series, Studies in Technical Communication. Derek G. Ross is the Hargis Professor of Writing Studies in the Master of Technical and Professional Communication Program at Auburn University. He is the editor of Topic-Driven Environmental Rhetoric.
Content
Preface
UNIT 1: PRINCIPLES
Chapter 1. What Is Document Design?
Society of the Text
Document Design as Information Design
The Document in Document Design
From Document to Design
Document Design as a Relationship
Clients
Users
Designers
Levels of Design
Design, Rhetoric, and Emotion
Visual Design
Exercises
References and Further Reading
Chapter 2. Principles of Design
Design Objects and Their Characteristics
Shape
Orientation
Texture
Color
Value
Size
Position
Six Principles of Design
Similarity
Enclosure
Alignment
Contrast
Order
Proximity
Using Design Principles
Exercises
References and Further Reading
Chapter 3. Theories of Design
Visual Perception
Neurophysiology
Gestalt
Figure-Ground Discrimination
Grouping
Good Figure
Gestalt and Document Design
Constructivism
Ecological Perception
Theories of Visual Perception Influence Document Design
Visual Culture
Visual Language
Intercultural Communication
Semiotics
Visual Culture and Power
Visual Culture and Ethics
Visual Rhetoric
Visual Rhetoric as Persuasion
Visual Rhetoric as User-Centered Design
From Theory to Practice
Exercises
References and Further Reading
UNIT 2: PROCESSES
Chapter 4. The Whole Document
Three Perspectives on the Whole Document
Perception
Culture
Rhetoric
Making Decisions about Media
Conventions
Human Factors
Interaction with Light: Reflective or Transmissive
Resolution: High to Low
Transmission and Access
Transformation
Cost
Single-Sourcing: Having It Both (or Many) Ways
Making Decisions about Format
Conventions in Format
Formats in Print and Screen
Variables in Print Formats
Paper
Folds
Page or Panel Shape and Orientation
Trims
Bindings
Combining the Variables
One-Sheet Formats
One Sheet, No Folds
One Sheet, One Simple Fold
One Sheet, Two or More Simple Folds
One Sheet, Complex Folds
Multiple-Sheet Formats
Stacked Single Sheets
Gathered Folios
Stacked Signatures
Special Features
Special Trims
Perforations
Composite Formats
Exercises
References and Further Reading
Chapter 5. Pages
Three Perspectives on Pages
Perception
Culture
Rhetoric
Viewing Pages
Creating Meaning with Page Design
Connection
Hierarchy
Sequence
Patterning
Focusing
Balance
Using Grids for Page Design
Designing Grid Systems
Designing Grids for Content
Assessing Content
Text Size and Line Length
Negative Space: Margins and Gutters
Designing Grids for Format
Dimensions and Measurements
Breaking the Grid
Exercises
References and Further Reading
Chapter 6. Type
Three Perspectives on Type
Perception
Culture
Rhetoric
Looking at Type
Letter Forms
Strokes
Serifs
Uppercase and Lowercase
Counters and Stress
Baseline, X-Line, and Cap-Line
Measuring Fonts
Typeface Categories
Serif vs. Sans Serif Typefaces
Roman vs. Italic Typefaces
Monospace vs. Proportional Typefaces
Designing Documents with Type
Choosing Type for Legibility, Readability, and Usability
Typeface Design
Font
X-Height to Cap-Height Ratio
Matching Type to Visual Rhetoric
Creating a Typographic System
Contrasts of Size
Contrasts of Shape
Contrasts of Value
Contrasts of Color
Setting Type
Vertical Spacing (Leading)
Leading for Paragraphs
Leading for Headings
Horizontal Spacing
Line Length
Kerning, Letter Spacing, and Ligatures
Word Spacing, Justification, and Hyphenation
Indentation and Centering
Punctuation and Special Features
Periods, Commas, Semicolons, and Colons
Hyphens and Dashes
Quotation Marks, Apostrophes, and Primes
Ellipsis Marks
Special Techniques
Diacritical Marks
Arabic Numerals
Fractions
Reverse Type
Modifying Type for Emphasis
Bold and Italic
Underlining
All Caps and Small Caps
Using Typographic Styles
Styles on Paper
Paragraph Styles
Character Styles
Styles on Websites: CSS
Digital Type
PostScript and TrueType
Unicode
ASCII, RTF, and XML
Type on the Screen
Resolution
Antialiasing
Screen Typefaces
Font Availability
Font Substitution
Font Embedding
Font Images
Exercises
References and Further Reading
Chapter 7. Graphics
Three Perspectives on Graphics
Perception
Culture
Rhetoric
Graphics and Principles of Design
Graphics and Ethics
Distortion
Viewpoint
Copyright
Why Use Graphics?
Information Graphics
Illustrations: Showing How Something Looks
Photographs
Line Art: Diagrams and Drawings
Scientific Illustrations
Screenshots
Maps: Showing How Things Are Related in Space
Process Diagrams: Showing How Actions Are Related in Time
Concept Diagrams: Showing Ideas and Relationships Visually
Statistical Charts: Showing Quantitative Relationships
Pictograms: Showing a Common Idea with a Simple Mark
Promotion Graphics
Logos: Marking Identity
Decorative Graphics: Establishing a Visual Tone
Creating and Modifying Graphics
Bitmap Graphics vs. Vector Graphics
Bitmaps
Vectors
Working with Photographs and Other Bitmap Graphics
Acquiring Bitmap Graphics
Editing Bitmap Graphics
Creating Drawings, Diagrams, and Maps with Vector Graphics
Drawing Common Shapes
Grouping Objects
Arranging Objects
Using Paths and Type
Creating Statistical Graphics
Using Office Software
Using Vector Graphics Software
Using Diagramming Programs
Incorporating Graphics into Documents
Using Proximity
Using Alignment and Enclosure
Using Explicit References
Making Graphics Self-Supporting
Exercises
References and Further Reading
Chapter 8. Color
Three Perspectives on Color
Perception
Hue
Saturation
Brightness
Other Graphical Color Models
Simultaneous Contrast
Color Vision Deficiency
Culture
Rhetoric
Color Can Convey Meaning
Color Can Imply Value
Color Can Attract Attention
Creating Color on Screens and Paper
Color on Screens: Additive Color (RGB)
Making RGB Colors
Specifying RGB for Websites
Color on Paper: Subtractive Color (CMYK)
Process Color
Spot Color
Color Gamut
Designing with Color
Color Similarity and Contrast
Color Schemes
Monochromatic and Analogous
Complementary and Split-Complementary
Triadic and Tetradic
Designing with Limited Colors
Designing with One Color
Designing with Two Colors
Working with Color on Computers
Using Color Pickers
Matching Colors
Calibrating Your Monitor
Exercises
References and Further Reading
Chapter 9. Lists, Tables, and Forms
Three Perspectives on Lists, Tables, and Forms
Perception
Culture
Rhetoric
Lists
List Entries
Glyphs and Ordering
Lists and Alignment
Managing Long Lists
Tables
Components of Tables
Necessary Parts of Tables
Optional Parts of Tables
Designing Tables
Fit Content to Tables, and Fit Tables to Content
Choose Appropriate Typography for Tables
Order Tables Consistently and Logically
Use Alignment to Increase Usability
Use Proximity to Build Relationships between Data
Use Enclosure for Clarity and Emphasis
Designing Tables for the Screen
Forms
Components of Forms
Form Areas
Data Fields
Alphanumeric Entry Fields
Option Fields
Designing Forms
Include Clearly Designed Information about the Form
Group Data Fields Visually
Use Alignment to Encourage Consistent and Complete Responses
Design Response Spaces to Encourage Accurate Responses
Test Forms
Digital Forms
Exercises
References and Further Reading
UNIT 3: PRACTICES
Chapter 10. Project Management
Scenario Part 1: Getting Organized
Project Management
Working with Design Teams
Models of Project Management
The Waterfall Model
The Iterative Model
Scenario Part 2: Meeting the Client
Planned Iterations: A Mixed Approach
Stage 1: Research
Client Research
User Research
Writing the Project Analysis Report
Scenario Part 3: Initial Prototyping
Stage 2: Design Planning
Stage 3: Iterative Prototyping
Creating Prototypes
Heuristic Analysis: Getting Expert Feedback on Prototypes
Scenario Part 4: Prototyping
Usability Testing: Getting User Feedback on Prototypes
Writing Prototype Reports
Stage 4: Specification
Creating a Style Sheet or Template
Creating an Implementation Schedule
Stage 5: Implementation
Scenario Part 5: Deliverables
Writing the Completion Report
Exercises
References and Further Reading
Chapter 11. Production
Printing Technologies
Precursors: Intaglio and Relief Printing
Lithography
Photolithography
Offset Lithography
Four-Color Process Lithography
Further Refinements in Lithography: Computer-to-Plate and Direct Imaging
Advantages and Disadvantages of Lithography
Reprography
The Reprographic Process
Advantages and Disadvantages of Reprography
Inkjet Printing
Advantages and Disadvantages of Inkjet Printing
New Printing Technologies
Paper
Types of Paper
Characteristics of Paper
Size
Grain
Weight
Thickness
Opacity
Finish
Brightness
Color
Ink
Spot and Process Inks
Total Ink
Varnishing
From Design to Document
Planning for Printing: Imposition and Signatures
Finishing
Scoring and Perforating
Folding and Gathering
Trimming and Bleeds
Binding
Preparing Designs for the Press
Communicating with Printers
Getting Estimates
Delivering Your Design to the Printer
File Formats
Linked and Embedded Objects
Drafts and Mock-Ups
Storage Media
Responding to Proofs
Making Corrections
Conclusion
Exercises
References and Further Reading
Index
UNIT 1: PRINCIPLES
Chapter 1. What Is Document Design?
Society of the Text
Document Design as Information Design
The Document in Document Design
From Document to Design
Document Design as a Relationship
Clients
Users
Designers
Levels of Design
Design, Rhetoric, and Emotion
Visual Design
Exercises
References and Further Reading
Chapter 2. Principles of Design
Design Objects and Their Characteristics
Shape
Orientation
Texture
Color
Value
Size
Position
Six Principles of Design
Similarity
Enclosure
Alignment
Contrast
Order
Proximity
Using Design Principles
Exercises
References and Further Reading
Chapter 3. Theories of Design
Visual Perception
Neurophysiology
Gestalt
Figure-Ground Discrimination
Grouping
Good Figure
Gestalt and Document Design
Constructivism
Ecological Perception
Theories of Visual Perception Influence Document Design
Visual Culture
Visual Language
Intercultural Communication
Semiotics
Visual Culture and Power
Visual Culture and Ethics
Visual Rhetoric
Visual Rhetoric as Persuasion
Visual Rhetoric as User-Centered Design
From Theory to Practice
Exercises
References and Further Reading
UNIT 2: PROCESSES
Chapter 4. The Whole Document
Three Perspectives on the Whole Document
Perception
Culture
Rhetoric
Making Decisions about Media
Conventions
Human Factors
Interaction with Light: Reflective or Transmissive
Resolution: High to Low
Transmission and Access
Transformation
Cost
Single-Sourcing: Having It Both (or Many) Ways
Making Decisions about Format
Conventions in Format
Formats in Print and Screen
Variables in Print Formats
Paper
Folds
Page or Panel Shape and Orientation
Trims
Bindings
Combining the Variables
One-Sheet Formats
One Sheet, No Folds
One Sheet, One Simple Fold
One Sheet, Two or More Simple Folds
One Sheet, Complex Folds
Multiple-Sheet Formats
Stacked Single Sheets
Gathered Folios
Stacked Signatures
Special Features
Special Trims
Perforations
Composite Formats
Exercises
References and Further Reading
Chapter 5. Pages
Three Perspectives on Pages
Perception
Culture
Rhetoric
Viewing Pages
Creating Meaning with Page Design
Connection
Hierarchy
Sequence
Patterning
Focusing
Balance
Using Grids for Page Design
Designing Grid Systems
Designing Grids for Content
Assessing Content
Text Size and Line Length
Negative Space: Margins and Gutters
Designing Grids for Format
Dimensions and Measurements
Breaking the Grid
Exercises
References and Further Reading
Chapter 6. Type
Three Perspectives on Type
Perception
Culture
Rhetoric
Looking at Type
Letter Forms
Strokes
Serifs
Uppercase and Lowercase
Counters and Stress
Baseline, X-Line, and Cap-Line
Measuring Fonts
Typeface Categories
Serif vs. Sans Serif Typefaces
Roman vs. Italic Typefaces
Monospace vs. Proportional Typefaces
Designing Documents with Type
Choosing Type for Legibility, Readability, and Usability
Typeface Design
Font
X-Height to Cap-Height Ratio
Matching Type to Visual Rhetoric
Creating a Typographic System
Contrasts of Size
Contrasts of Shape
Contrasts of Value
Contrasts of Color
Setting Type
Vertical Spacing (Leading)
Leading for Paragraphs
Leading for Headings
Horizontal Spacing
Line Length
Kerning, Letter Spacing, and Ligatures
Word Spacing, Justification, and Hyphenation
Indentation and Centering
Punctuation and Special Features
Periods, Commas, Semicolons, and Colons
Hyphens and Dashes
Quotation Marks, Apostrophes, and Primes
Ellipsis Marks
Special Techniques
Diacritical Marks
Arabic Numerals
Fractions
Reverse Type
Modifying Type for Emphasis
Bold and Italic
Underlining
All Caps and Small Caps
Using Typographic Styles
Styles on Paper
Paragraph Styles
Character Styles
Styles on Websites: CSS
Digital Type
PostScript and TrueType
Unicode
ASCII, RTF, and XML
Type on the Screen
Resolution
Antialiasing
Screen Typefaces
Font Availability
Font Substitution
Font Embedding
Font Images
Exercises
References and Further Reading
Chapter 7. Graphics
Three Perspectives on Graphics
Perception
Culture
Rhetoric
Graphics and Principles of Design
Graphics and Ethics
Distortion
Viewpoint
Copyright
Why Use Graphics?
Information Graphics
Illustrations: Showing How Something Looks
Photographs
Line Art: Diagrams and Drawings
Scientific Illustrations
Screenshots
Maps: Showing How Things Are Related in Space
Process Diagrams: Showing How Actions Are Related in Time
Concept Diagrams: Showing Ideas and Relationships Visually
Statistical Charts: Showing Quantitative Relationships
Pictograms: Showing a Common Idea with a Simple Mark
Promotion Graphics
Logos: Marking Identity
Decorative Graphics: Establishing a Visual Tone
Creating and Modifying Graphics
Bitmap Graphics vs. Vector Graphics
Bitmaps
Vectors
Working with Photographs and Other Bitmap Graphics
Acquiring Bitmap Graphics
Editing Bitmap Graphics
Creating Drawings, Diagrams, and Maps with Vector Graphics
Drawing Common Shapes
Grouping Objects
Arranging Objects
Using Paths and Type
Creating Statistical Graphics
Using Office Software
Using Vector Graphics Software
Using Diagramming Programs
Incorporating Graphics into Documents
Using Proximity
Using Alignment and Enclosure
Using Explicit References
Making Graphics Self-Supporting
Exercises
References and Further Reading
Chapter 8. Color
Three Perspectives on Color
Perception
Hue
Saturation
Brightness
Other Graphical Color Models
Simultaneous Contrast
Color Vision Deficiency
Culture
Rhetoric
Color Can Convey Meaning
Color Can Imply Value
Color Can Attract Attention
Creating Color on Screens and Paper
Color on Screens: Additive Color (RGB)
Making RGB Colors
Specifying RGB for Websites
Color on Paper: Subtractive Color (CMYK)
Process Color
Spot Color
Color Gamut
Designing with Color
Color Similarity and Contrast
Color Schemes
Monochromatic and Analogous
Complementary and Split-Complementary
Triadic and Tetradic
Designing with Limited Colors
Designing with One Color
Designing with Two Colors
Working with Color on Computers
Using Color Pickers
Matching Colors
Calibrating Your Monitor
Exercises
References and Further Reading
Chapter 9. Lists, Tables, and Forms
Three Perspectives on Lists, Tables, and Forms
Perception
Culture
Rhetoric
Lists
List Entries
Glyphs and Ordering
Lists and Alignment
Managing Long Lists
Tables
Components of Tables
Necessary Parts of Tables
Optional Parts of Tables
Designing Tables
Fit Content to Tables, and Fit Tables to Content
Choose Appropriate Typography for Tables
Order Tables Consistently and Logically
Use Alignment to Increase Usability
Use Proximity to Build Relationships between Data
Use Enclosure for Clarity and Emphasis
Designing Tables for the Screen
Forms
Components of Forms
Form Areas
Data Fields
Alphanumeric Entry Fields
Option Fields
Designing Forms
Include Clearly Designed Information about the Form
Group Data Fields Visually
Use Alignment to Encourage Consistent and Complete Responses
Design Response Spaces to Encourage Accurate Responses
Test Forms
Digital Forms
Exercises
References and Further Reading
UNIT 3: PRACTICES
Chapter 10. Project Management
Scenario Part 1: Getting Organized
Project Management
Working with Design Teams
Models of Project Management
The Waterfall Model
The Iterative Model
Scenario Part 2: Meeting the Client
Planned Iterations: A Mixed Approach
Stage 1: Research
Client Research
User Research
Writing the Project Analysis Report
Scenario Part 3: Initial Prototyping
Stage 2: Design Planning
Stage 3: Iterative Prototyping
Creating Prototypes
Heuristic Analysis: Getting Expert Feedback on Prototypes
Scenario Part 4: Prototyping
Usability Testing: Getting User Feedback on Prototypes
Writing Prototype Reports
Stage 4: Specification
Creating a Style Sheet or Template
Creating an Implementation Schedule
Stage 5: Implementation
Scenario Part 5: Deliverables
Writing the Completion Report
Exercises
References and Further Reading
Chapter 11. Production
Printing Technologies
Precursors: Intaglio and Relief Printing
Lithography
Photolithography
Offset Lithography
Four-Color Process Lithography
Further Refinements in Lithography: Computer-to-Plate and Direct Imaging
Advantages and Disadvantages of Lithography
Reprography
The Reprographic Process
Advantages and Disadvantages of Reprography
Inkjet Printing
Advantages and Disadvantages of Inkjet Printing
New Printing Technologies
Paper
Types of Paper
Characteristics of Paper
Size
Grain
Weight
Thickness
Opacity
Finish
Brightness
Color
Ink
Spot and Process Inks
Total Ink
Varnishing
From Design to Document
Planning for Printing: Imposition and Signatures
Finishing
Scoring and Perforating
Folding and Gathering
Trimming and Bleeds
Binding
Preparing Designs for the Press
Communicating with Printers
Getting Estimates
Delivering Your Design to the Printer
File Formats
Linked and Embedded Objects
Drafts and Mock-Ups
Storage Media
Responding to Proofs
Making Corrections
Conclusion
Exercises
References and Further Reading
Index