What do you want to communicate? What does the tone and look need to be? Do you want to project bold and powerful or subtle and understated?

Will the piece go primarily to people who know about your business? Will it introduce your company to prospects? Are you trying to reach target groups?

Imaginative use of type can enhance every printed piece. Styles, sizes and weights chosen should be based on the objective of the document and the look and tone you want to convey. Boldface type is often used for headlines to attract the reader's eye. Type for the body text is usually a lighter and smaller face. The text should be set at least 10 point type for legibility. It is best not use more than three styles of type on a page.

Photographs, illustrations, graphs, etc., attract attention and help convey messages that would require the proverbial "thousand words." However, don't make a page busy with too many graphics. Generous use of "white space" makes a page more appealing and readable. Copy and graphics should be considered in groups. Lay them out in an orderly way on the page. Don't run the type across the width of the page. It's best to break the page into smaller columns of type and intersperse photos and illustrations. When laying out facing pages, think of them as a single unit. Don't run text across one page to another facing page, but consider spreading the heading and art across both pages to create continuity.

Studies have shown over a 60% increase in retention of information when full color is used instead of black and white. Periodical studies reveal full color increases readership over 40%. As a result, color is a prime consideration in reaching your audience and being sure your message is retained. Bringing color to your publications can make them more attractive and effective. In fact, almost any printed piece will have greater impact with color.

A screen of black will appear as gray and a screen of red appea rs pink. Screens are created by converting a solid to a dot pattern allowing you to create additional colors without additional cost.