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1. The kind of writing this paper resembles is not what you usually see in terms of layout and desgin. There are color images throughout the paper, which draws your attention and all the pictures are placed neatly and there is no edges off the page or anything, which makes the paper look more organized. Whereas if they had the edges of the pictures or something off the page and the picture wasn't placed straight then that would be sending a different message to the reader.
2. The appearence of this paper may influence the way an audience reads it because the pictures draw your attention and may give the reader a preconceived notion since they would most likely look at the pictures before reading. Also the titles may influence the reader because they give the reader an idea about what that section is going to be about before actually reading it.
3. If you changed the paper by removing the images and re-formatted the text to make it look more like a typical college research paper then it would affect the audiences persecption, becsuse I think the images help the paper and keeps the audiences attention. Also I like how the paper was laid out with heading above certain topics, that way you already had an idea of what the paper was going to talk about before just jumping right into reading the whole thing.