Doing it Better - Lessons from DEVC 206

I just finished DEVC 206 this semester. The first batch of grades for our requirements has just been released... so far so good. Now that the course is finished, let me share with you some of my key takeaways on print material production, that I will surely apply in my work. BTW,  the course title is Design and Production of Print and Radio Materials. 

1. Practice the inverted pyramid.
   I like writing news features, and typically have a hard time getting straight to the point when I get carried away. Our communications officer emphasizes to me to write a good lead to hook the readers, and make sure to dish out the most important details first. More than a writing guide, crafting articles aligned with the inverted pyramid will mean the most important details get mentioned before (1) the publisher decides to take off some paragraphs, and (2) before readers lose interest.
   
   
2. Experiment with different types of leads... (and endings, too!)
   The program I work for, the Sustainable Energy Finance Program, is a 5-year program promoting energy efficiency and renewable energy. It is a challenge to keep things fresh, so I appreciate learning about the different types of leads, and endings as well. 
   
3. Leave the poetry to the poets...
   Although I also seek to entertain, I believe the module gave a good reminder to “sacrifice verbosity and prose for simple, but effective writing" 
   
   
4. ... and the technical terms to the specialists.
   It is a challenge to write about highly technical stuff when your target readers are from a different field. In my case, I write about energy technologies for specific audiences: end users, suppliers, and banks. Since I have been doing this a while, it is very easy to start using jargon because I myself am able to understand. I typically pick a random person in the office to help me write in layman’s terms that would be fully understood by a specific audience. 
   
   
   
5. A well-written document needs to look good, too.
   I know how to use desktop publishing/ layout design software. However, when doing things for professional distribution, I leave it to the experts. I like simple and straightforward designs that highlight messages instead of overpowering them.
   
   
6. Be careful with typeface.
   I sometimes sacrifice readability for “cuteness.” Fancy fonts can be difficult to read, so be careful! 
   
   
7. Down with photographic clichés!
   How many people with shaking hands do we really need? I personally do not prefer this, but a lot of people do, and this is what they usually look for. Now, how to convince them that this is not the way to go!I like action shots ! An ongoing meeting discussion, or live examples!