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O
N
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T

Unity

Balance

Relevance

Emphasis

Contrast

Appropriateness

Repetition

Consistency

Simplicity

White Space

  Click image to see a larger version  

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N
T

Focused

Alignment

Hierarchy

Readability

Information Rich

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M
P
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Type

Color

Images

Graphic Elements

Details

whitespace: The white found around design elements is used to guide your reader through your layout. Not enough white space just leads to visual chaos.

White space at work:
Roger C. Parker, graphics guru to many, has been a proponent of the one-page newsletters for years (scroll over graphic to see the back page). With a new book coming out he needed a fresh look. Here's what I came up with. You can see how this led to many variations. You can read more about it in my branding book.