Formatting
Correct formatting is important. Why? Because errors and inconsistencies can easily creep into the final layout without anyone noticing. For example, one subhead in a brochure may have all the words capitalized, while the other just below it is in small caps. You don't want an oddity like that to compete with your sales message for reader attention.
Here's what Dianna Huff, author of 12 Tips To Avoiding Embarrassing And Expensive Typos, suggests you pay particular attention to when proofing your document for formatting.
Subheads: Is each word capitalized? Are there periods at the end of each? Should the subheads be numbered? Are the numbers in order?
Bullets: Are all the bullets visible? Are they all the same color and size?
Photo captions: Are captions italicized or roman? Are there periods at the end of the caption?
Pagination: Are page numbers in order? If an article is continued on another page, is the “continued on page x” showing the correct page number?
Columns and margins: Are columns and margins the same width throughout the document?
Font: Does the font change or look funny anywhere in the document?
Extra spaces: Look for extra spaces between words and after periods. The standard is now one space after a period, not two. (The use of two spaces creates rivers of white that are clearly visible once the document is designed.)
Some project types have their own formatting requirements. Press releases, as you'll discover in Chapter 13, have some very rigid rules as to how certain text elements should be placed on the page. Articles, case studies, sales letters, and other promotional pieces also have their own quirky formatting conventions.
Formatting may also be a strategic decision. You may want to indent the second paragraph of a sales letter for effect — to draw the reader's attention to it. So make sure the draft of the sales letter you send to your boss or client for review is clearly formatted in this way.
