Chapter 10 stresses that a well thought out proposal will be visually interesting as well as being well written. Considering balance, alignment, grouping, and consistency is very important to proposal development. It is not just how you say it, but how you present it.
This chapter talks about balance and grids. These grids seem to be designed for western culture where the reading path is top to bottom, left to right. What if someone not from our culture was reading the proposal? What can and cannot be seen within a frame all are directly involved with the positioning and reading of the image (how the reader download and interprets). The images and text interact to create meaning. As stated above, balance, alignment, grouping and consistency are all very important. This is just one more item to carefully consider when putting a proposal together. This ties back in to your rhetorical strategy and knowing your audience.
Consistency is also a critical part of the proposal. Problems often arise when proposal are written in teams. All too often it is evident the sections of a proposal were written by multiple individuals. It more than a good idea to have one individual delegated at the start of a proposal to oversee this area and make sure everyone is in compliance in regards to page format, font and consistency with key words throughout.
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