| Creative
consistency
To create a good newsletter a series of procedures have
to be carried out in a consistent manner. It is worth creating
a template or grid from which to work from, like a frame
to hang your tent on. The overall shape needs uniformity,
with repeating elements that are the same for each page,
such as the width of the margins and the number of columns,
the position and size of headlines, and where the page numbers
and running heads are placed.
Consistency
needs to continue with the house style, such as the kinds
of fonts or typefaces to be used, the style of photos and
other pictures, where to put advertising if any, how many
pages each issue will contain, and how often will it be
published.
Content
and contrast
Content is important, as it should meet the needs and expectations
of its audience, and be easy to read using proper punctuation,
good grammar, equal word spacing, careful attention to hyphenation,
eliminate widows and orphans (where first and last lines
of paragraphs are left on their own), and avoid splitting
names and dates.
A high
contrast in headlines, such as a large bold sans serif typeface
versus a smaller plain serif for the text, will assist the
reader especially when skim-reading the newsletter. White
space will also help
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in
making it more readable, easing the eye in the right direction
and creating visual breathing spaces were necessary. A simple
design which is devoid of clutter and distraction will contribute
to a more pleasurable reading process and enable the main
message to be put across.
Conservative
clause
This simplicity is highlighted in how conservative you make
your design. Restrain the number of fonts or typefaces you
use (preferably two or three); avoid fancy gimmicks just
because they are ‘fashionable’, as they only
distract; reduce the use of boxes, rules and backgrounds;
make sure the headlines are relevant, short, catchy and
easy to read; don’t over-clutter with pictures and
photos and don’t allow them to straddle over two columns,
as this causes unsightly text-wrapping.
Remember
to be careful with the use of colour. If your publication
is not in full colour, an additional spot colour to the
black on white can be beneficial if used correctly. Be consistent
with your choice, as changing it for each issue may create
confusion. Use colour in the background of the nameplate,
highlight ‘drop quotes’, charts and running
heads, or tint the background of boxes for variation. Using
colour in headlines only reduces legibility unless it is
a very dark colour, so it is best avoided.
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