1. Margins: generous margins on all four sides.

• the larger the layout, the bigger the margins
• thumb space

2. Columns: Establish columns as guides
     (no. of columns depends upon layout)

• vertical columns
• two columns are usually adequate
• make sure the alley of negative space separating the two columns isn't too small or big
• you need enough space to keep columns visually separate but still cohesive

3. Visual: Position the visual at the top of the layout

4. Cutline. Snuggle the cutline under the visual.

• flush left and ragged right, directly underneath the visual
• use the same font you choose for either your headline or your body copy
• set the cutline somewhere between 9 and 11 points

5. Headline: Position the headline under the cutline.

• give it visual weight--make it big
• choose a font that symbolically goes with your design concept
• no script-style fonts
• if you can't get the copy in one line, then let the copy tell you when to break.
• only 2 fonts are allowable

6. Copy: Position the body copy into columns under the headline.

• Keep the headline and the lead together
• put your copy in columns.
• if your copy is too short to fill every column, then fill a column with negative space
• it's okay to leave a column empty
• aim for legs between 2 and 10 inches long
• set your copy between 9 and 11 points using a transparent (easy to read) font
• shoot for an average of 6-12 words per line.
• text should be flush left, ragged right
• don't indent the lead under a headline
• make sure the top and bottom of each leg looks elegant.

7. Tags: If applicable, place tags (logo, contact info, etc.) in the bottom of the right corner.

• if nothing else include the logo and the URL
• place tags in lower right corner
• use one of your 2 fonts, and make sure it's readable at a small point size.