Page 164; 4 Message Design Elements

• Consistency. Throughout each message, be consistent in your use of margins, typeface, type size, and space. Vertical lines, columns, and borders should also remain consistent so readers know what to expect.
• Balance. Balance is an important but subjective issue. One document may have a formal, rigid design in which the various elements are placed in grid pattern, whereas another may have a less formal design in which elements flow more freely across the page. Simple designs are usually more effective than more complex designs.
• Restraint. Do not clutter the message with too many design elements, too many colors, or too many decorations. Simple is better!
• Detail. Always pay attention to detail that can affect your design and message.