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