The goal of good design is communication. Everything about your newsletter conveys a message: The look of the words (font, size, and placement on the page); the pictures and embellishments, the colors or tone values, the texture and color of the paper stock. All these elements together create a mood or tone.

Most of us are not designers and great ideas come from what you see around you or perhaps in other newsletters or magazines. These can be potential sources of inspiration. Many people don’t always know what they like until they see it. So, if a particular item fits into your story, put it in, print it out and see if it looks good.

If you follow three basic principals, you will create a potential award-winner:

Keep it simple -- be consistent -- spice it up with contrast

SIMPLICITY: To convey a message immediately, keep the design simple To help your readers see what’s important, use elements sparingly To help important messages stand out, create white spaces on page Don’t use more than three different type faces in a design When color is available, use it sparingly

CONSISTENCY: Keep the design of your publication consistent throughout Maintain the same margins on each page. Don’t be stingy Use fonts consistently. This is very important

If you use border styles, make them the same on all pages When you use decorative elements, use simple ones -- for example to signal the end of an article.

CONTRAST: Add contrast to draw a reader’s eyes to what’s important

Try to put a single dominant visual element on each page Contrast can be achieved in various ways -- for example by setting some type in bold face or perhaps by adding a tone panel or maybe by utilizing white space as a design element

When you are finished, have someone else with critical eyes proofread it and don’t give it to the printer until you’re really satisfied. A small change can make a difference. Be proud of your newsletter but don’t reject constructive criticism!