Reep (2006) said that readers do not read only the printed words on a page but they also read the visual presentation of the text. As you can see in the slide below, the use of the red colored fonts against a yellow background are meant to attract the viewer's attention to the tittle of the presentation. The accompanying visuals in the slide serves the Salience theory proposed by Kress & van Leeuwen (2006) which is to grab viewers’ attention by providing aesthetics and meaning.
The second slide above justifies what Bernhardt (1986) mentioned about the physical fact of the text that requires visual apprehension. He said that the process in entirely different from the perception of speech as a text should be seen and must be seen instead of spoken and heard. He also said that the presentation of the text determines the tone of the message.
On the third slide above, despite what has been said by Kress & Van Leeuwen (2006) about how writing does not determine the absolute meaning of text anymore, text are still used to explain the meaning of the visual display to the audience. This slide is embedded with a series of animated texts that explains the visual elements of the mentioned document design.
References:
1. Reep, Diana C. (2006), ‘Chp 4: Principles of Document Design,’ in Technical Writing, 6th ed., Pearson Edu, Inc., New York, p.173-190.
2. Kress, G. & van Leeuwen, T. 2006. Reading Images, Chapter 6: The meaning of composition.
3. Bernhardt, Stephen A. (1986), College Composition and Communication, Vol. 37, No. 1 (Feb., 1986), pp. 66-78, National Council of Teachers of English.
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