In the late 80s, desktop publishing software allowed almost anyone to create newsletters, fliers, ads and brochures. Today's web site design programs are providing equivalent capabilities for a host of budding web designers. But, let's call it like it is: a copy of Microsoft Publisher, FrontPage, Adobe PhotoShop or Macromedia Dreamweaver does not a graphic designer make.

FREEDOM AT A COST

Relatively easy-to-use software tools have provided unprecedented freedom for designers. But like all freedom, it has come at a price. Many of today's designers are software application experts, not classically trained designers. They sometimes leave good design principles behind in favor of a cacophony of fonts, images, colors and textures. In the quest for creativity and innovation, a basic premise is often lost: a design is only good if it communicates.

A NON-DESIGNER'S GUIDE

This article provides some basic information about what governs good design. The guidelines are not set in stone, of course, but they have emerged from decades of experimentation. The target audience for this article is the communications professional without a formal design background who is responsible for managing print and/or web design. The article was written originally for print publications, but it applies to web site design as well; when there are exceptions, they are noted.

It is hoped that this article can help you determine what works and what doesn't in a design layout. It might also help you deal with some of the "design dictators" who try to force a design on you by intimidation or prey upon your insecurity about design.

ARNOLD AND PARKER

Much of the information for this article was derived from Edmund C. Arnold's handbook Arnold's Ancient Axioms: Typography for Publication Editors, originally published by Lawrence Ragan Communications. Unfortunately, this book might be out of print; a search of Ragan Communications' web site came up empty.

Another valuable reference is Roger C. Parker's Looking Good in Print: A Guide to Basic Design for Desktop Publishing. This book is readily available in bookstores and web outlets. Parker offers a full range of print and web design references.

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