While traveling around the country
presenting health literacy guidelines as they pertain to the creation of
patient education materials, I have spoken with design professionals about the
inherent challenges of working within these “rules.” Many designers feel this
type of design can be very limiting and appear overly simplified. They tend to
think that the “inner artist” is being stifled and the overall design integrity
of the piece will be jeopardized by the inability to use certain staples of
design that are an integral part of any designer’s toolbox.
One such guideline that conjures
up gasps and defiant stares from designers attending these workshops at their
client’s request involves the use of knockout type (or should I say the non-use
of knockout type). Knockout type is created when light colored type is placed
on top of a dark background. The actual guideline states:
“There should be a noticeable contrast between the text
and background. A good rule is to always use dark text on a light background of
color.”
Notice how the term “knockout
type” is not actually referred to in the guideline. This recommendation is not
about the use (or non-use) of knockout type. It is about trying to ensure that
copy is as easy to read as possible for patients. It just so happens, though,
that creating huge blocks of knockout copy is in direct conflict with the
objective of the principle.
However, this doesn’t mean that a
designer can never use knockout type
in their patient education materials. Here is an
example of knockout type that is easy to read:
This brings me to the moral of my
story.
Health literacy and design? Is it
really possible for these 2 disciplines to successfully work together in order
to provide top-notch patient education partnered with powerful creative?
Well, I’m here to say, “Yes, they
can!”
Health Literacy design is not
meant to appear limiting or over simplified to those designers creating the
materials. Guidelines are used for exactly that – in order to guide one through
the process in order to create clear and understandable materials for patients.
There are many opportunities, as shown above, for creative individuals to “make
their mark” while working within the established guidelines. For those that see
it as a challenge, their work will inevitably be original and unique. And for
those that don’t, perhaps this type of design is not in their future.
Ken Thorlton
VP, Creative Director, HealthEd Group
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