CIPR

Priority points. So what do you do? You write and edit with the look of the page in mind from the word go. That 'grey' look of solid type unrelieved by headings or illustrations is an instant turn-off. For web pages, where attention span is limited to a few minutes, possibly seconds, it is crucial to have short, one-line bursts of copy, no smaller than 12pt type size and in strong colours.

Short sentences are essential. An average length of 20-25 words is ideal. Same goes for paragraphs: short pars of perhaps two or three sentences attract and hold attention while long ones just look stodgy and boring. If, say, you are writing a release for a popular paper or tabloid keep to three or four sentences per paragraph, fewer if you can. Occasional five-word lines are the norm in The Mirror and The Sun.

When to break. A page broken up by lively headings straightaway appears more interesting and inviting than solid runs of copy. Depending on the style of publication or document and column width, insert par breaks at change of tack or thought. For double or multi-column formats breaks are usually needed after every second or third sentence, say about every 50 to 70 words. Any longer and the eye needs a rest. And there's another lost reader.

Short pars are best for news stories. If each has a significant fact the release will have a much better chance of being used than a long, wordy one. An occasional single sentence paragraph or one-liner can have an electrifying effect on the text, especially if it's a dull subject.

Aim for a mix of short and slightly longer sentences to give change of pace and add colour to copy. But too many short ones can irritate and produce a 'jerky' look. Edit out par starts at the end of a page and don't leave a 'widow' – as it's known in the trade – of a single word or two at the start of the next one.

Line length for printwork is crucial. Try not to have more than 45 to 50 characters per line, including spaces, for double column format (I don't expect you to count them every time, you'll soon get used to the look of it). If set across the page aim for between 70 and 80 characters, including spaces, per line. Any more make the words hard to read.

Type size depends on your design objectives. As a general guide for ease of reading, 10 or preferably 11 point, 2 points leaded is ideal. A line of 45 characters in 10pt Times, for example, gives a readable 70mm double column width or 11pt across 110mm in A5 format. For documents and reports in A4 12pt works well.

Leading (pronounced ledding), or inter-line spacing, is said to increase readablility by 12 per cent as it introduces what the designer calls 'air' into solid text. You can easily adjust line spacing on your computer's word processing software. A three or four point line space is ideal for most text. Put a line space between paragraphs, don't indent at sentence-starts.

Sub-heads, or cross-heads as journalists call them, liven up the page no end. For an A4 page in two columns four or five are usually enough, but ensure they are not opposite one another, otherwise you will produce 'rivering' between one column and the next. In newsletters one- or two-word cross-heads look best.

If the copy is for outside typesetting you never know where the headings will fall: leave them until you see first proofs. Cross-heads are usually in a larger type than the text and either in bold or in colour.

Avoid reversing out of a pale colour. Reject white out of black for long text runs. Even nationals fail in this respect. The other day Times2 carried a column in a purple type over a purplish solid tint. It defied my eyes totally. Printing over a strong colour is equally hard to read in any quantity.

For long text runs, say for more 4-500 words, typefaces where the strokes are finished off (like Times and Bodoni) are easier to read than plain sans-serif faces such as Gill and Helvetica.

Writing for the web. Your website is your prime communications tool. It's often the journalist's main information source for your company. On-screen readability demands just as much attention as print on paper.

Good website typography is a must. Align to left and don't go smaller than 12pt for text, bigger for headings. Use colour liberally. Since copy should be in short chunks, choose sans-serif types, set bold for headings. Keep to company house style and colours, include logo. Avoid underlining except for links, stay clear of 'fancy' fonts.

There's more to say on all this. But that's for another time.

All that effort you've put into crafting the words is wasted if they aren't read. Sadly we don't all have the eyes for reading small, crowded print. What is easy to read for one person may be difficult for another. Good readability is your number one priority. Otherwise your message is lost.

John Foster FCIPR FRSA is the author of Effective Writing Skills for Public Relations (Kogan Page). The fully updated fourth edition for the digital age is available from www.cipr.co.uk/books (CIPR members receive a 20% discount). John welcomes comments on matters of style and communication. Contact him on jonf@dircon.co.uk