Design Process

Organization - organize the message
Prioritize all communication/message points
Determine the sequence of all communication/message points

Correspondence - determine appropriate style
To match subject matter
To appeal to the intended audience's visual vocabulary

Dominance - determine the dominate element
To grab the viewers attention
To establish an initial viewers mind set e.g. urgent, humerus or serious or etc.

Establish Eyeflow
Create contrast between visuals and copy elements
Group and align visuals and copy elements within the over all design and within message units

Assure comprehension
Balance - the relative size and placement of visual and copy elements
Legibility - select appropriate fonts
Readability - use fonts appropriately e.g. kerning, leading, line width, tracking, number of fonts etc.