The good news is that design basics are the same for most documents. To improve the design of all your organization's print communications, especially those you create electronically, look for these eight basic rules of effective design. Communicate your purpose Start by defining the purpose of your design. Parker suggests first determining whether you are designing the document for attention or for transparency. Design for attention when your message must compete for your reader's attention.
Book covers and posters are two examples.
Design for transparency when you want to make it simple for readers to quickly understand your message. Complicated information can be simplified in many ways. One technique is to insert subheads. You can also simplify by replacing text with tables, charts and other graphics. Use selective emphasis Good design reveals your message's information hierarchy.