Visual design

Ability to create the appropriate “look and feel” of content by using suitable: <link each bullet point to grey headings below>

  • page layout
  • fonts and typography
  • visual communication techniques
  • white space
  • other layout devices such as tables.


  • basic layout design and have a sense of aesthetics
  • corporate branding and how it affects the output.

Page layout

Page layout is the placement of elements in a given space or format. The way the elements are arranged affects the order in which they are read and how readers recognise and place the information. Layout affects eye movement, how print is read on paper and on screen. Good layouts in any medium are often simple. There is also an element of the invisible in a layout; it is the underlying structure that guides the placement, creating alignments and consistency for regularly occurring elements. Effective page layout involves:

  • understanding the relationship between information groups and becoming familiar with layout and concentrating on the content
  • basic layout design and aesthetics.

Fonts and typography

Typographical style is the way that typefaces, type sizes and spacing are used to improve the look and readability of published material.

Visual communication techniques

Use grids to help you to divide your pages vertically and horizontally. Grids show where to position the elements of your document, for example text and pictures. Grids reduced time to production, bring a cohesive look to the document and reinforce visual unity.

Corporate branding (visual identification) is the manifestation of an organisation’s corporate image and how it affects the output (visual design). It includes corporate identifiers (such as logos) and colours, stationery and forms, documents, advertising, signage and web sites. Organisations often use standard document and presentation templates to enforce the corporate branding.

White space

Using white space effectively improves the appearance of your document and helps make it more visually attractive to the reader. Readers are more likely to use documents that they find attractive.

White space provides balance and visual clarity to your documents, separating groups of elements and paragraphs to help easily identify them as a group. White space can give tonal variation to the page and enable elements to be grouped in interesting ways, without cramming together. Separate paragraphs and white space are useful to break up dense text. Dense tracts of text can discourage the reader and make comprehension difficult.


Understand how tables can be used to structure and display information effectively.

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