Having just completed the installation of the new version of Office, I was struck by the new default appearance of good old Microsoft Word. Documents now appear with a very minimal, non-graphical interface at the top of the screen, and a nondescript blank page below. The message of this design choice is clear: the application is about writing instead of the technology of writing – about filling a page with words instead of filling a screen with dashboards and buttons.

Even if it’s only on a screen, I like the blank page and the limitless freedom it provides. “Once you make a mark on a page,” a person at a drawing group I attended once told me gravely, “You’re doing serious business.”

I would add it’s a business that is powerfully, sometimes invisibly affected by the tools you use.   For example:  formatting controls may help you plan out the appearance of the document you’re making or may just distract you with meaningless choices that interfere with the writing process.

The distractions from thinking seriously about the process become greater when technology becomes the focus… especially when building websites. Thinking in terms of technology alone can lull a person into emulating others by rote. Contact page? Check. About us page? Check. It’s possible to build an entire website that follows a form, perfectly, but still says or does nothing interesting or useful.

This is a hazard everyone faces today, and I think the solution comes from thinking seriously about the project at hand before flipping on the computer. It means thinking beyond daily posts, tweets, and updates, but rather of the deeper challenges of communicating something valuable and relevant. And, more often than not, it begins with a blank page.

"This is not a pipe." René Magritte, The Treachery of Images

I had coffee with a friend this week who asked me for my thoughts on a brochure draft. The purpose of the brochure was to encourage people to donate to an organization that protects communities from a mechanical failure that can result in enormous harm and loss of life.

The writing was straightforward enough, but the graphics struck me as odd. A picture of an explosion filled the entire front panel. Below it, a logo highlighted the word “trust” featuring a symbolic depiction of the faulty equipment in fire engine red. This pattern was repeated throughout the entire piece.

I told my friend that I thought the piece was crazy, literally. Where the verbal message was about creating confidence and security, the graphic message was about the exact opposite. The result was a brochure that was difficult to understand or believe in. It was fundamentally compromised as a fund raising tool.

My advice was to frame the piece within one message, and to make the graphics and words support one another so that the resulting piece could be easily understood by the audience. Instead of the explosion overwhelming the entire panel, it could be framed – contained as it were – by text describing the organization’s purpose.

Creating consistency between the verbal and visual parts of a message is a great rule of thumb. If more people used it, it would keep a lot of bad marketing safely out of sight. Obvious culprits include things like the aforementioned images of disaster to sell safety or peace of mind, or stereotypes of used car salespeople or criminals to sell the importance of trust or reliability.

The exceptions to this rule are many, often necessary, and occasionally brilliant. It sometimes makes sense to show overweight people to sell the importance of exercise, for example, or a deforested landscape to talk about the importance of ecology.

And sometimes saying one thing and showing another is effective marketing, particularly in political messaging through words like “peace keeper” or 1984’s “Ministry of Love” which was essentially an instrument of torture. It’s a bizarre human truth that you could stick the name of something onto its opposite without raising eyebrows. Here in Bellingham, Washington, the “People for Progressive Transportation” are essentially arguing for dismantling a bus system in favor of cars. Such is the power of names.

My recommendation is to be mindful of the distance between words and the visuals that accompany them. Make sure they match one another unless you have a specific reason for doing the opposite. If you are promoting a solution to the problem – especially an abstract problem – be especially careful about depicting the problem. Consider “containing” the problem so that the problems and solutions never comingle and become one in the minds of your audience.

For the rest of us, type doesn’t have to be complicated.  A few simple “common sense” rules can help you create more attractive, easy to read documents. Here is one such rule.

Years ago, the Apple II had a very simple game in which you thought of an animal, and it tried to guess what it was. The opening question was always “does it swim in the water or live in the land.” The corresponding rule with type is simply: “was it created by a human hand or by a machine?”

“Made by hand” means part of a typographic tradition closely aligned with handwriting. In most cases, this means type with serifs and with a stress. Take an “O” and make it huge. Does it look like a circle made by a machine or does it lean slightly to the left? Does it  have a stroke that gets thinner or thicker as if it  was written by a right handed person? This one observation can tell you a lot about a font, and how to use it.

According to this approach, Times New Roman is by hand; Arial is made by machine.

time and arial - machine vs. person

If it was created by hand, then simply treat it as  handwriting… meaning: used mixed  caps, be very sparing with bold and underline, and colors, and don’t reverse it (meaning white text on a black background), and don’t justify or letterspace it.  Basically,  just keep it simple and use default settings.

If  the type was created by a machine, then it will be much more accommodating of the permutations listed above. The type is designed for flexibility. Think of it as putty that can be stretched and molded.

Of course, there are many exceptions to this rule but this provides a very helpful guideline for creating documents that are attractive and easy to read.