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Graphology

... the visual effects ...

Layout

• Is it in a “standard”/accepted form, eg letter conventions?
• Does it focus attention on particular elements?
• Does it copy the layout of a different kind of text for effect?

Font use

• Is it appropriate?
• What does it convey/connote?
• Are techniques such as bold, italics, different sizes used?

Colours

• Do they add interest/emphasis?
• What are the connotations/associations of the colour(s) used?

Images

• Do they add to/detract from the text?
• Are they intended to provoke a particular reaction from the reader/audience (e.g. sympathy in charity leaflet pictures)?

Spelling/punctuation

• Is it deviant?  
• What effect does this have? (more memorable/unique, conveys a sense of …?)

Warning: remember that graphology is not an essential framework.  If everything graphologically is as you would expect for the kind of text it is, it’s probably not worth mentioning.