C
O
N
C
E
P
T

Unity

Balance

Relevance

Emphasis

Contrast

Appropriateness

Repetition

Consistency

Simplicity

White Space

  Click image to see a larger version  

C
O
N
T
E
N
T

Focused

Alignment

Hierarchy

Readability

Information Rich

C
O
M
P
O
N
E
N
T

Type

Color

Images

Graphic Elements

Details

focus: Every layout should have a clear purpose. You should only have one goal for that piece: whether it's to entertain, sell or inform.

Focus in action:
This is a legal-sized brochure for direct mail (scroll over image to see the back). It's goal was to inform the reader about the foundation and how the donations are spent.