Chapter 5 of our text discusses document design guidelines and the impact that a visually pleasing document can have on the audience. This concept applies to that P3 communication process of planning, packaging, and perfecting. Document design falls into the “packaging” category. I am the first to admit that I do tend to judge a book by its cover so to speak. The more visually inviting something is, the more likely I am to take a closer look. When has document design [either in business documentation or product branding/logo] impacted your perception of the company either positively or negatively? Be specific about the design elements that created that impact.1. Answer the question in one paragraph or two. 2. Reply to two peer’s post with constructive feedback.(See attached) Use the form such as: “Hi , nice post, I agree with…. (or) while I disagree with…
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Student post 1 : Colin
It took me a while to think of a document that has impacted my perception of the company, mainly I think
because they are hard to come by now a days. Newspaper companies use to make a living not only
providing valid information to the citizens of the community, but also drawing the attention of the
customers was the first step. A newspaper may cost no more than a dollar depending on the publisher, so
it is important for the writers/editors to focus on what will sell. The design of a newspaper, and how well
each article flows will determine whether or not people continue to buy them. For many years, newspaper
companies would break each section into specific sections with headlines, to inform the reader what the
following articles would be. Unfortunately, technology has taken over and coming across a newspaper is
very rare since everything is on-line now.
Student post 2: Meet
The visual appeal is the first impression of any brand. A logo of a company that appeals to us affects how
we perceive it and how we remember it. I mentioned the two example of the well-known companies that
decided to make remarkable changes in their logo and received negative responses.
In 2010, Gap decided to change their brand. Gap has been famous for their original brand, the general
public responded negatively to the new look. Gap’s customers didn’t even notice that the brand changed
its logo. The new logo was very straightforward and wasn’t attractive as the first design. After six days of
the logo redesign, Gap came back to its original logo. It was a fast and costly modification for Gap.
Another example is FedEx. When FedEx moved from their old “Federal Express” logo about a few
decades ago to the logo’s current bold and short version, the public and shareholders reacted. FedEx’s
stock dropped as a direct result.

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