Attractive and effective documents are built on typographical consistency and restraint. In general, avoid using more than two fonts on page three if you include a symbol font for lists and trailing signs. Many attractive documents are based on a single sans-serif typeface for headings and subheadings with a second serif typeface for text and subheadings.
Effective typography is based on moderation and consistency. Avoid last-minute compromises, such as reducing font size, line spacing, or letter spacing to “compress” the text. Similarly, avoid increasing the specification of the text to fill the space. The keys to effective typography are based on consistency, moderation and attention to detail. Replace “typed” characters with “composite” punctuation whenever possible. For example, replace two dashes with a single em dash called Em dash. Replace a single hyphen, which is used for compound words, with an En hyphen, which is slightly longer than the hyphen.
Also, be sure to use “open” and “close” quotes instead of vertical ones. Some programs do the substitution automatically; others trust you to do it. Typography is a time-honored craft and an important one that all desktop editors should learn.
By taking advantage of the wide variety of typographical alternatives available in the desktop publishing system and using the full range of spacing controls at your disposal, you can avoid the “desktop editor” look and feel more like the work of traditional typographers. Strive to approximate the look of traditional typesetting.
The importance of visual elements such as photos, illustrations, charts, and graphs that can be used to emphasize and/or enhance your message.
