An artist friend of mine said she liked to be in a room that had interesting objects in it because there were “places for my eyes to rest.” It’s the same thing with a page of copy. Your eyes need places to rest on the page as they skim it. You can accomplish this by making the page more visually pleasing with white space and other page elements.
The “Zoom Test” is what I call it when you zoom out a page far enough so you can’t really read it – so your eye doesn’t get distracted by what’s being said. You just look at it visually as shapes.
Let’s look at an example. This was an email I was asked to rewrite for a client. Before I could even start reading it, my first thought seeing this is WALL O TEXT. DO NOT WANT.
I not only rewrote the document with friendlier language, I visually made it easier to read, with subheads, and bulleted text. Look at it now. Much easier on the eyes!