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Structure as the argument

Lesson 6 of 27 in Composition and layout.

Ellen Lupton - Herbert Bayer: from Bauhaus to Madison Avenue · Type Directors Club

Lesson

Put the claim and the evidence side by side, and let the layout do the arguing.

A twelve-column grid with gutters, and a block spanning five columns.

Hands arranging cards in two columns on a table, with one empty space in the right-hand column. — Claims go in the left column and proof in the right, so an empty slot shows at once where evidence is missing. A plain table can carry the whole argument.

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Question 1, locked
You are about to write three paragraphs describing what your product does well. What does the lesson suggest trying instead?
- One short paragraph with the strongest claim first
- A bulleted list of every claim you can make
- Two columns, what we say and what you can see
- A single striking image with no text at all
Question 2, locked
In your claim-and-evidence table, one claim has nothing you can put in the evidence column. Why does the lesson see this as useful?
- You spot the gap before a client does
- It shows the table needs more rows
- It means the claim should move to the top
- It proves the claim needs a stronger headline
Question 3, locked
A designer is laying out a page that compares six courses. Which method does this lesson recommend?
- Give each course its own layout so every one feels fresh
- Lead with the strongest course and shrink all the others
- Describe each course in a short paragraph of its own
- Pick one question, fix the answer's place, and repeat it

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