| 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/ | Consistent pattern of font and color schemes and graphic types; repeated fonts, color schemes, or graphics |
| consistency | Specific font, size, and style for headings, subheadings, and body text. Do not mix photographic images and cartoon images on the same page. |
| 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. |
| Age | Is the publication being prepared for young children to entertain them at a birthday party? Is it for a classroom to inform student about a topic? This knowledge will assist in choosing design elements that will be used in the publication. |
| Educational Background | Can the target audience read? Do they have a limited vocabulary? Knowledge of this will determine the amount of text, word choices, and amount of graphics used in the publication. |
| Interests | Does the audience share common interests, such as knitting, doll collecting, or kayaking? |
| Group Memberships | Does the audience share similar group memberships, such as Boy Scouts, FBLA, sororities or fraternities? |
| Contact Information | The publication purpose that provides name, address, phone numbers, email address, web address, and a logo or picture. There are two publications that do this. They are the Business Card and Letterhead Stationery. |
| Advertise, Educate, Inform | Three publications, the flyer, brochure, and newsletter, describes an event, product, or idea. |
| Flyer | Used to advertise a one-time upcoming event such as a play or PTF meeting Typically used to convey information that is temporary in nature and has a short life span |
| Letterhead Stationery | Used by businesses, organizations, or individuals to communicate a message and relay contact information |
| Brochure | Used to inform or advertise. Provides information, educates, or advertises, in detail, a specific topic or product. More long-term in nature. |
| Newsletter | Used to provide informational updates to a specific club, group, or organization on a regular basis |
| 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. Typical size is approximately 3” x 2”, with the font sizes between 8 points to 20 points |
