| A | B |
|---|
| Balance | – graphics don’t overpower text and the page is not too heavy on one side or the other |
| Proximity/unity | – the distance between elements on a page. Used to demonstrate a relationship or lack of a relationship between elements |
| Alignment | – justification of elements. Related items should be justified the same to emphasize their relationship to each other. |
| Repetition/consistency | – consistent pattern of font and color schemes and graphic types; repeated fonts, color schemes, or graphics |
| Contrast | – the use of size and color to emphasize the most important elements on a page |
| White space | – the blank or negative space on a page that is used to give the reader’s eyes a break. White space does not have to be white. |
| Interests | – Does the audience share common interests, such as knitting, doll collecting, or kayaking? |
| Educational Background | – What is the general education level of the target audience? If it can be defined, knowledge of the educational background will determine the amount of text, word choices, and amount of graphics used in the publication. |
| Group Memberships | – Does the audience share similar group memberships, such as Boy Scouts, FBLA, sororities or fraternities? |
| Business card | Used to help recipients remember you or your business and typically includes the contact’s name, company, logo, address, telephone and cell phone numbers, email address, and fax number |
| Letterhead stationery | Used by businesses, organizations, or individuals to communicate a message and relay contact information |
