- Get their attention
- This might be done by using
- a bold headline,
- a different font,
- a picture,
- or a splash of color on an otherwise black and white page.
- Important Things should come first
- They should be at the top or on the first page.
- Keep it clear and uncluttered.
- Follow the KISS principle.
- Avoid overload.
- It's better to risk saying too little on a page than to say too much and have no one read it.
- Keep it balanced.
- It looks funny to have one section full of information and another area blank.
- Don't emphasize one section at the expense of the other.
- Blank space gives the item emphasis.
- It increases readability.
- It draws attention.
- Use as few fonts as you can.
- Two or three fonts (one for text and one or two for headings) is far more powerful and readable than five or six.
- As a general rule, use serif fonts for the body text, and sans serif fonts for the headings.
- Colors should complement your message.
- For a calm message use calm colors.
- For a vibrant message use vibrant colors.
- The colors are about the message, not about your personal sense of fashion.
- Repetition is good.
- Repeating design elements over several pages gives unity to a document.
- Choose your pictures carefully.
- Pictures are useful for drawing attention to neglected parts of the page.
- Pictures repeated over several pages can sometimes be used to unify a document.
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