Design elements
White space
This is not empty space, but should be thought of as an active design element (in the same category as headlines, photographs, and illustrations). White space provides needed rest for the eyes. According to some experts, white space should comprise 30 to 50 percent of the active design elements in a publication. Therefore, if the design elements in the publication comprise 20 to 30 percent (good for a technical publication), then the white space should be 6 to 15 percent. Whereas, if the design elements comprise 40 to 60 percent (a flashy newsletter or flyer), then the white space would be 12 to 30 percent.
Rules or lines
This is a rule: never use the underline feature in your software! When you use the underline feature, the descenders—p, g, j—are covered up, making them less legible. Underlining was used in typewriter days in place of Italics for emphasizing text, book titles, etc. Of course, this doesn’t mean you can’t use a rule or line. A rule is positioned under the descenders. Using Italics to emphasize text within a paragraph or for indicating titles of books.
Drop caps
Effective use of drop caps can add a graphic element to your publication. They also get the eye to where text begins. Most drop caps are from three to six lines of text high. You can use the same typeface as the body text, the same as the headings, or select one that is more decorative. If you use more than one on a page, pay careful attention to whether they spell out a word.
Borders
As with many things in design, just because you can doesn’t mean you should. However, borders can add an air of formality to a piece. If you use borders, make wide, even margins and have borders align with the text and not the edge of the page. You will probably get better results if you are not using headers and footers.
Boxes and lines
Boxes and lines can compartmentalize text and reduce flow. Text can also appear claustrophobic. If you use boxes and lines, leave enough space between the text and the box or line so it doesn’t look cramped. Using these elements, especially boxes, sends a message that the information is important so it should stand on its own.
Pull quotes
These are provocative or challenging statements prominently displayed on publication pages. They are always extracted from the text, sometimes as an outright quotation, and are set in large type to attract the potential reader’s attention. They make the value of the report more readily evident and also make information visible at the scanning level, increasing speed of communication. They can also break up the daunting and unappealing grayness of the text. They are a great way to add graphic appeal without using a graphic. You want to place the quote far enough from where it is used in the text so it challenges the reader without obvious repetition
Drop shadows
Drop shadow boxes can add emphasis to text and also act as a decorative element on the page.
Reverses
This is white or light colored text on a dark background. Make sure the light text stands out and is legible. You usually need to make the text bold and sans serif type may work best.