Writing and Designing for Maximum Impact

 1. For maximum impact and readability, use a sans serif typeface (such as Arial or Helvetica) for
      headlines and a serif typeface (such as Times Roman or Caslon) for body copy.

 2. If you have a two-word headline, it's OK to set it in all uppercase type. But for longer headlines,
      avoid using all caps--it hinders reading. Instead use initial caps.

 3. Use verbs in the present tense--rather than past or future--to give headlines a greater
      sense of immediacy and impact.

 4. Keep related words together when headlines run to two or more lines--and avoid breaking lines
      at awkward or misleading points.

 5. Break up text with subheads to help readers scan material quickly and provide visual interest to
      your piece.

 6. Sprinkle your articles with quotes from sources. If you don't have the time to interview, ask three
      questions in a memo and provide spaces for your interviewee to write answers (make sure to give a
      response due date!)-- this makes the information gathering and writing process easier for you.
      Plus, you give readers information from a real person with a real voice.

 7. Use captions to link photographs and illustrations to a story, but avoid stating the obvious.
      Omit the caption if the subject matter is self-explanatory. For maximum readability, place
      captions below the artwork. Include small photo credits to show appreciation for photos contributed
      by fellow employees or professional photographers.

 8. When using clip art, keep in mind that a single, large illustration is generally more appealing
      than numerous small illustrations placed randomly about the page. However, several
      individual-but-related clip art images may be grouped together for a very effective message.

 9. When wrapping text around a graphic, edit out excessive hyphenation and unsightly, irregular
      spacing between words.

10. Use visual clues to guide readers through sections of your newsletter that appear as regular
      features. For example, show hands clapping at the head of a column entitled Kudos.

11. Want two ink colors in your publication, but your budget doesn't quite cover it? Preprint a
      year's supply of your newsletter on stock using your second color on the nameplate, headers,
      footers, etc. Print the body copy in each issue in black.