It turns out that I'm very glad I waited this long to discuss Robert's Rule #72, simply because I now have a better understanding of grids and the geometry of a page.
With this rule, Masello discusses the look of prose on a page. He points out that if you are trying to read a long block of prose, such a paragraph that doesn't seem to come to an end, you're more likely to have trouble absorbing everything in the paragraph. (All right, he doesn't say that exactly, but it's what I infer from what he does say.) Masello suggests looking at your longer paragraphs and breaking them up into more digestible chunks.
I have to say, nowhere do I find this piece of advice more relevant or useful than for those of us who write prose intended for the Internet. Even though a long chunk of unbroken prose in a book might make me pause, I still find myself eventually able to get through it all. But that's usually because by the time I encounter that chunk of prose, I've already made a commitment to read the book and I'm already through quite a bit of it.
On the Internet, I find that I'm inundated with articles and blog posts, and that far too many of them include longish paragraphs that force me to evaluate how much I'm actually inclined (or able) to read the whole thing. I'm far more likely to read something if it's either short or broken up into smaller pieces. Not only is it less intimidating at first glance, but it usually implies that the writer has thought through the piece before composing it, and has done their best to make it easier to read.
Which brings me to the geometry of a page. Even though I've been reading my whole life (or at least since I was two), and I've been working in publishing for a while, I still had difficulty grasping how vital the look of a page is for the reading experience. Now that I've taken the course Publication Design and Print Production Strategies, I have a much better understanding of how to design a grid to make a page look welcoming. And, of course, the more welcoming the page, the more likely someone will choose to read the text contained therein.
I only wish I had had more time to do that here.
Copyright © Michael A. Burstein