- Use an image or illustration that supports the message. It may be obvious but a photo of a phone booth may not be appropriate to an ad for a cell phone service unless the accompanying headline or other text somehow makes a verbal connection (such as, the old vs. new way of communicating by phone) so that the visual supports the verbal message and intent of the ad.
A coupon or coupon border with little clip art scissors conveys the idea of money-savings but that might not be appropriate for an upscale store. In an employee newsletter aimed at improving the working environment and recognizing employee achievements, candid photographs of people at work or at company functions are a better fit than studio portraits of the board of directors.
- Use fonts that are appropriate to the message. If the message is "we're a fun place for kids" use fonts that are fun and friendly. However, casual or playful fonts may not be the best choice for an invitation to a formal dinner or a rental application.
- Choose colors based on the message not your personal preferences.
If a company has corporate colors they want to use, use them. And make sure any additional colors don't clash with those colors. A muted color scheme may fit a serious message and corporate image better than bright primary colors. Consider the purpose of the piece, the audience, and what the piece is meant to convey when choosing colors.
How to Create a Workable Page Layout
