| A | B |
|---|
| alignment | arrangement of text and objects on a page; should be consistent throughout the publication; examples are right |
| consistency | color scheme |
| contrast | emphasize the most important objects of the publication with color and size; use sufficiently different background and font color to make the publication easy to read |
| proximity/unity | group related text |
| white space | negative or blank space in a publication; should be uniform and give the reader's eye a break |
| color scheme | maintain consistent scheme throughout a publication that is appropriate for the intended mood and behavior response from the audience |
| font scheme | select a uniform style |
| graphics | use a consistent format throughout the publication; use either all cartoon-like images or all photo images |
| headings | contrast should be used to seperate these from the body of a publication |
| text color | this should be sufficiently lighter or darker than the background color so that it is easy to read and stands out |
| space | this should be uniform and appropriate between the headings and the body |
| white space | this should be consistent and uniform to help organize the information; should be used to lead the reader's eyes |
