Attractive and effective documents are based on typographic consistency and moderation. In general, avoid using more than two fonts on a page of three if you include a symbol font for the final labels and lists. Many great looking documents rely on a single sans-serif typeface for headings and subtitles with a second serif typeface for text and subtitles.

Effective typography relies on moderation and consistency. Avoid last minute compromises, such as reducing font size, line spacing, or letter spacing to “tighten” text. Also, avoid increasing the specification of the text to fill the space. The keys to effective typography lie in consistency, moderation, and attention to detail. Replace “typewritten” characters with “typewritten” punctuation whenever possible. For example, replace two hyphens with a single em dash named Em hyphen. Replace a single hyphen (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 perform the substitution automatically; others trust you to do it. Typography is a time-honored craft and an important one for all desktop publishers to learn.

By taking advantage of the wide variety of typographic alternatives available in the desktop publishing system and by using the full range of spacing controls at your disposal, you can avoid a “desktop” appearance and get closer to 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.