A document's success depends as much on how it looks as on what it says. Effective document design projects a positive image of yourself and your company and helps readers find information faster. Effectively designed documents have visual appeal and are logically organized, clear, and accessible.

Tools for Designing Documents
Three basic design tools are computer hardware, computer software, and printers and scanners. Most word processing programs include desktop publishing features for producing well-designed documents. Specialized page layout software includes even more design functions. Predesigned templates offer numerous page layout formats for reports, newsletters, brochures, and other business documents. Graphics programs provide drawing tools, icons, clip art, and stock photos and art.

The ABCs of Document Design
The basic features of print document design are page layout, typography, and graphics. The proper arrangement and balance of type, white space, and graphics requires as much thought and preparation as the researching, drafting, and revising of the written portion of your document. White space on the page attracts readers' attention, assures readers that the information is presented logically, and helps readers organize information visually. Margins "frame" your document with white space. A comfortable line length—10 to 14 words, or 50 to 70 characters—is essential for easy reading. Multiple columns are useful for documents that intersperse visuals and text, such as newsletters.

Select a typeface that is attractive, functional, and appropriate for your message and complements accompanying graphics. Sans serif fonts are recommended for heads and subheads but not for the main text. In general, use 10- or 12-point type with 2-point leading. Headings should be concise and grammatically parallel and follow a hierarchy of points within the text. Use lists to help readers divide, organize, and rank information. Lists can be numbered, lettered, or bulleted. Use captions with visuals to explain or highlight them.

Like other visuals, graphics should work in conjunction with your words. A document without visuals or graphics may look boring or confusing. Clip art, boxes, rules, and logos are all graphic elements you can use.

Poor Document Design: What Not to Do
Don't skimp on white space. It's difficult to locate information in a document that is crammed with information. Don't make your lines excessively long. Don't overuse visuals. Too many visuals and graphics can create barriers and confusion and will crowd your pages. Don't mix typefaces within the main text, but use a contrasting typeface for heads. Try not to mix different serif typefaces and different sans serif typefaces.

Don't forget to use heads and subheads. These useful guideposts help readers find their way through documents and help break up the text. Don't use excessive spacing. Too much space—after words, in lists, after headings—looks unprofessional. Avoid overusing capitals, boldface, and italics; too many special effects make your work hard to read.

Using Color
Color can be used to tie important ideas together, set moods, and cause reactions. Colors help sell ideas 85% more effectively than black and white communications. Light colors make objects look darker; dark colors make objects look smaller. Keep it simple—use no more than two or three colors on a page. Too many bright colors overwhelm the eye, so use them sparingly. Use "cool" colors for backgrounds.

Designing a Web Site
To plan a successful Web site design, look at good sites already on the Web. Print copies of sites of organizations similar to yours. Read magazines dedicated to the Web for in-depth analyses of site designs. Join a newsgroup on Web design.

Follow these guidelines for designing a Web site:

1. Make your site informative. Provide all essential information, and update your site regularly to keep clients coming back.
2. Make your site easy to find. Obtain your own registered domain name and submit your site to search engines. Use key terms in the text of your site so search engines will find it.
3. Use an inviting layout. Strike a balance between text and graphics. Avoid very long pages that visitors must keep scrolling through. Use easy-to-read fonts. Don't overload your visitors with information.
4. Make your site browser friendly. Help visitors navigate easily through your site. Link your pages together using hypertext words, thumbnail images, or icons. Choose link indicators that succinctly inform visitors about what they will see. Provide keywords across the bottom of your home page to let visitors move quickly to pages that interest them.
5. Make your site visually attractive. Choose appropriate icons for links. Arrange photos so they do not interfere with text. Be conservative with animations. Don't load your site with so many graphics that pages take too long to load.
6. Use color wisely. Don't overuse color, in variety or extent. Choose colors appropriate for your audience. Use splashes of bright color to attract attention.
7. Solicit feedback to encourage visitors to return. Always provide an e-mail address so visitors can get more information or order your product or service. You might also include a bulletin board where visitors can ask and browse through questions.