8 Rules of Effective Content in Document Design

“Are the documents being designed for your organization getting tossed or getting attention?”

Whether you're creating a business card, letter, brochure, advertisement, newsletter or proposal, effective design can sell your ideas and make them easier to understand.

According to Roger C. Parker, design consultant and author of 22 graphic design books, the appearance of your print communications directly influences your ability to inform, motivate and persuade. Here's why. Just as you "read" people when you first meet them - forming impressions based on their posture, clothing, facial expressions and voice tone - readers judge your ideas based on first impressions of your documents. If the document is cluttered or disorganized, readers will likely disregard your ideas - no matter how brilliant they are.

The good news is that design basics are the same for most documents. To improve the design of all your organization's print communications, especially those you create electronically, look for these eight basic rules of effective design.

Communicate your purpose
Start by defining the purpose of your design i.e. direct plan versus Indirect plan. Parker suggests first determining whether you are designing the document for attention or for transparency. Design for attention when your message must compete for your reader's attention. Book covers and posters are two examples. Use the appropriate colors, type and striking visual images to "wow" your readers. Design transparencies when you want to make it simple for readers to quickly understand your message. Create easy-to-read text columns so readers aren't distracted by design elements.

Simplify your message
Complicated information can be simplified in many ways. One technique is to insert subheads. Subheads guide readers through long articles by