Designing refers to all the ways a text may be manipulated to guide a reader’s attention, including

·          page layout,

·          use of illustrations, tables, & figures,                                            John Hulsey, Self-Portrait

·          font choices,

·          visual devices for emphasis,

·          hypertexting and access/navigation structures,

·          transitions & animations.

Text design must be transparent, functional, and aesthetically appealing.  To be transparent and functional a text must work skillfully with the various conventions that arise from discourse communities and genres (for example, the documentation format used by a specific academic discipline in a given scholarly genre or the way in which an actor is identified with a role in a specific publication’s film review).

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