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Exploring the Creative Processes: Part Four... Visual Proofreading . We hear a lot about proofreading. And, although it is a vital part of any publication, there's another kind of proofreading that can make as much (if not more) difference in the success of your publication. There are visual mistakes made just like typos... however visual mistakes can govern the way a reader approaches the entire project. Here are the last five rules of Visual Proofreading to help make your publication the best it can be. . 10 Rules of Visual Proofreading (continued from previous page) 6. Is the space attractive? Is the division of space within the layout attractive? Is something too large? Too small? Are there holes in the layout. Once again look at the piece in a mirror. Does everything look right? 7. Is there white space? Is it properly positioned? Is it toward the outside? Does it visually "push" what you want it to? Once again, squint. Are there any holes? Can they be moved to the outside? 8. Do the headlines have impact? Have you avoided overly long headlines. Are they broken for quick reading? Have someone read them aloud to you. Did they read them in a single breath? Did they stumble? Did they make sense... to you? To the reader? Is the illustration or photo appropriate? Do visuals support the personality and "ambience" of your message? Do they offer meaning, even if the reader doesn't read the text? Do they need captions? Do they send a message? Is it the correct message? 9. Is there a visual storyline? Sometimes it sounds strange to think of "visually" designing a story line. But consider this: if the reader feels comfortable with a beginning, a middle and an ending to the visual story, they're much more likely to be pulled in. __ You'll also have a better chance to pull in the typical browser who doesn't like to read at all. So ask: does the visual "story" progress to the desired ending? 10. Does the whole layout feel good? When the layout "feels" good, you know your readers will be comfortable with it. Now, go back and evaluate your answers. You'll learn a lot about your design. Back to the first 5 steps.

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