Designers are sometimes concerned exclusively with how pretty the look is – whether that’s the look of a webpage, an email or a mail piece. But you don’t want the design elements to distract the reader. The main aim with the design should be to make communication easier.
Avoid photos or visuals of any sort that do not reflect the values contained in the message. If you are promoting a barbeque that is safe for children and great for family gatherings, you obviously don’t want an aggressive or extreme look.
Some designers like reversing text (such as white text on a dark background). Make sure you avoid it because it cuts readability by 70%.
ALL CAPS are difficult to read, so if you are aiming to get a message across, avoid them.
Designers sometimes suggest excessive colour – try to avoid this if possible. Your job is to communicate, not surprise or overwhelm your reader.
Be sure to choose a design that includes plenty of white space. Generally, white space makes your copy clearer and easier to read. No-one likes a page that is too densely packed with words. Remember, all writing is visual – it catches the eye before it has a chance to catch the brain.