Understanding the design conventions of the type of document you plan to write will help you create a document that meets the expectations of your readers. Genres are characterized not only by distinctive writing styles, types of evidence, and organizing patterns but also by distinctive types of design. An article in a magazine such as Time or Rolling Stone, for example, is characterized by the use of columns, headings and subheadings, pull quotes, and illustrations, while an academic essay is characterized by wide margins, double-spaced lines, and comparatively restrained use of color and illustrations. Your readers will expect your document to be similar in design to other examples of that genre. This doesn’t mean that you can’t depart from those conventions should the need arise, but it does mean that you should take their expectations into account as you design your document.