Module 3 How to Create Effective

Module 3
How to Create Effective
Communication Materials
Introduction
How to Produce Effective Materials
Style and Graphic Guidelines
Traditional Materials
Alternative Media
Best Practices
Creating Effective Communication Materials
Why is it important to create effective project
materials?
The primary point of contact with the public is often a written document. Well-designed,
well-written public information materials show the public that FDOT understands and
values communication with them!
Project information materials
are also useful for:
•
•
•
•
•
Testing concepts;
Focusing on issues that affect people;
Improving awareness of the planning process or
a specific project, program or plan;
Providing opportunities for public involvement; and
Creating links to the media.
What are effective project materials?
Public information materials must convey project information in a clear, concise manner.
By using simple diagrams, charts, models and even cartoons, we can communicate
information in appealing and understandable ways. These materials, designed to interest
the public, can be fun, captivating and attention-getting!
These materials should:
•
•
•
•
•
Be visually appealing;
Contribute to the public’s understanding of the process, plan or project;
Summarize large amounts of detail;
Be simple and creative; and
Be presented graphically or visually in a non-technical and clear manner.
Page 3.1.1
Introduction
Layout strategies
Layout of effective written materials involves a keen sense of balance, shapes, color and
readability. Look at each page. If it seems unbalanced, it probably is!
Balance
•
•
The eye of the reader automatically focuses on the
upper left quadrant of the document or screen
when first reading the page. Put your primary
message here!
Larger items are:
-
noticed more often;
-
noticed more quickly;
-
looked at for a longer time; and
-
remembered more than smaller items.
Color
•
•
•
•
Elements which are bolder or darker are more
prominent to the reader.
Color catches the eye more than black and
white.
Use color wisely and sparingly so that it
doesn’t overpower the message.
Stick with two colors throughout the
document. If it is necessary to highlight
something or make it stand out, the limited
use of a third color may be effective.
•
•
The third color (if used at all) should not be a
blend of the first two (e.g., green as a blending
of blue and yellow).
If the document will be on colored paper stock,
increase the point size of the text or switch to
a more legible font.
Page 3.3.2
Style and Graphic Guidelines
Shapes
•
Rectangles are the usual
shapes used for blocks of
text or graphics. Do not
wrap text closely around
other shapes.
•
Blocking text is an
effective means to
highlight a point in the
message. Consider
blocking the issues, the
conclusions or some other
major element of the text.
Ad fdf
sfsdf
ljfslkfadjf
dsfklfj
sdfjl fadf
adf
asdfjsfj
adlfj adkf
asdlfj
asldfjll sd
lsdev afev
Ad fdf
USE
THE
BLOCK
TEXT
SPARINGLY SO THAT IT
•
Use bullets to define a long list of items.
Diamonds, solid
dots, other similar
shapes are
Do not use open dots
acceptable.
or doughnuts, they
will get lost.
Do not be cute with stars
and symbols unless it fits
the message.
Ad fdf sfsdf
ljfslkfadjf
dsfklfj sdfjl
fadf adf asdfjsfj
adlfj adkf
asdlfj asldfjll
sd lsdev afev
Ad Ad fdf sfsdf
ljfslkfadjf dsfklfj sdfjl
fadf adf asdfjsfj adlfj
adkf asdlfj
asldfjll sd
asdlfj.
TECHNIQUE
MAINTAINS
Ad fdf sfsdf ljfslkfadjf dsfklfj sdfjl f
adf adf asdfjsfj adlfj
Ad fdf sfsdf ljfslkfadjf dsfklfj
sdfjl f adf adf asdfjsfj adlfj
asdlfj asldf jll sd l sdev afe
sfs dfjsfj adlfj ljfsl
. kfadjf ad dsfklfj sdfjl fadf adf asdl
∗ asdfjsfj adlfj adkf asdlfjad
Ad fdf sfsdf ljfslkfadjf dsfklfj
•
Do not have
second line
hang beyond
the symbol.
Do not use narrow text columns or run columns
togehter. This presents a confusing visual image
and minimizes the effectiveness of text columns.
GOOD
bljygouytvlkjgojjjjjjjjjj
bljygouytvlkjgojjjjjjjjjj
;iuh;pjbliuykytf
;iuh;pjbliuykytf
iuygoitfiytftfi
iuygoitfiytftfi
kuyfiyutfoug;h
kuyfiyutfoug;h
ljyugiytdtrs
ljyugiytdtrs
ljyfutdygkjb;ivgrdut
ljyfutdygkjb;ivgrdut
kjnlkougulufydutyr
kjnlkougulufydutyr
Page 3.3.3
fdf
bljygouytvlkjgojjjjjjjjjj bljygouytvlkjgojjjjjjjjjj
;iuh;pjbliuykytf ;iuh;pjbliuykytf
iuygoitfiytftfi iuygoitfiytftfi
kuyfiyutfoug;h kuyfiyutfoug;h
bljygouytvlkjgojjjjjjjjjj
;iuh;pjbliuykytf
iuygoitfiytftfi
kuyfiyutfoug;h
ljyugiytdtrs ljyugiytdtrs ljyugiytdtrs ljyugiytdtrs
ljyfutdygkjb;ivgrdut ljyfutdygkjb;ivgrdut ljyfutdygkjb;ivgrdut ljyfutdygkjb;ivgrdut
kjnlkougulufydutyr kjnlkougulufydutyr kjnlkougulufydutyr kjnlkougulufydutyr
ljhgvkytdjtydckhvlj ljhgvkytdjtydckhvlj ljhgvkytdjtydckhvlj ljhgvkytdjtydckhvlj
Margins are
too narrow.
Columns are
too narrow.
Style and Graphic Guidelines
Traditional Materials
Traditional materials are those most often used by FDOT, including:
•
•
•
•
newsletters
agendas
meeting announcements
evaluation and comment forms
•
•
•
project fact sheets
surveys
question and answer sheets
These materials are useful for announcements, gathering public comments and
evaluations, informing the public, or conveying ideas and thoughts. Presented in a clear,
concise, easily understood format that is appropriate to the specific use, these materials
will work for you.
Newsletters
Newsletters are relatively inexpensive to produce and are one of the best ways to reach a
large number of people. They are especially effective for making an initial contact with
the public on specific transportation improvement projects.
An effective newsletter possesses the
following characteristics:
•
•
•
•
•
•
Provides information for audiences with a
common interest;
Provides a point of contact for the reader;
Designed to be brief and visually appealing;
Uses color and graphics to catch the
reader’s attention;
Presents accurate and reliable content; and
Focuses content on current issues.
Agendas
3.6.1
Agendas detail the topics of discussion at
meetings and workshops, and guide the process
during these events. They always include the
time of the meeting, location and date in the
main heading. It is important to list a detailed
account of the events that will transpire at the
meeting. A chronological list of presentations,
speakers and specific issues to be discussed
should be included.
Page 3.4.1
Traditional Materials
Project Fact Sheets
Project fact sheets include general information about the project, process, contact
names, meeting dates and locations and other facts pertaining to the project.
Potential readers will not read large amounts of text, so follow the “3-11-7 Rule”
(no more than three syllables to a word, eleven words to a sentence, seven sentences
to a paragraph). Use color, graphics and photos to encourage the reader to absorb
the information. By using clear, concise and simple facts, the fact sheet will be
effective for conveying information.
Fact Sheets should be no more than one page. 3.3.1-4
•
•
•
Layout should be eye catching and readable.
Important facts, contacts, meeting dates and other details
should be highlighted with graphics, color, bold text, or
some other effect to attract the reader to the
important points of the project.
Surveys
Surveys are used to gather statistical data
about the community preferences.
They need to be:
•
•
Composed of specific questions and
responses; and
Designed to be statistically
measured and analyzed.
Question and Answer
Sheets
Question and Answer sheets are an effective
communication tool for addressing frequently
asked questions regarding common and specific
concerns from the community in any project process.
Providing answers to these questions early on in the project
allows the community to focus on specific issues. The Question and
Answer sheets should be clear and concise. The use of color and/or graphics
is recommended.
Page 3.4.3
Traditional Materials
Sample Meeting Announcement
when positioned with
other materials, border
brings focus to text
PUBLIC HEARING:
Main Street Improvement Plan
clear, readable
title displaying
purpose of
meeting and
project name
concise & to
the point
invitational
phrase
Sponsored By:
The Florida Department
of Transportation
clear
identification
of sponsor
Open to all parties
interested in expressing their views
concerning this project.
The hearing will be held on:
November 3, 1997
7:00 p.m.
Main Conference Room
Anyplace Community Center
123 Anywhere Lane
Somewhere, Florida
clear display of
meeting date,
time & location
Persons with disabilities who may require special accomodations should
contact Ms. Jane Smith at the phone number given below prior to the hearing.
Public participation is solicited without regard to race, color, religion, sex,
age, national origin, disability, or family status.
For further information, please contact Jane Smith,
Project Manager for the Florida Department of Transportation, at (555) 555-5555
project team contact for
more information
Page 3.6.2
Best Practices
Sample Evaluation and Comment Form
workshop name,
location and date
included
MAIN STREET COMMUNITY WORKSHOP
Comment Card
October 23, 1997
Anyplace Community Center
Please take this opportunity to comment on the following points:
Was the purpose of the workshop conveyed to the community in a clear and
understandable fashion?
space
provided
for each
question
Was staff informative and helpful?
Were the break-out sessions productive?
questions are
project/workshop
specific and
request
participant
feedback
Was the workshop helpful in providing the community with information and
an opportunity for input on the project?
space
If you have additional comments you would like to share with us, please use
allotted for
the space provided on the reverse side of this sheet.
general
If you wish to receive future meeting announcements and newsletters about project/
the project, please print your name and address in the space below.
workshop
comments
space
provided
for mailing
list request
Thank you for your participation
If you have questions about this study, please contact Jane Smith, Project
Manager with the Florida Department of Transportation, at 555-555-5555.
project team
contact name
and phone
number
Page 3.6.4
Best Practices