In part one we covered why books are still the main form of dissemination of information – more so than the internet, TV or radio and any other form of printed media.  Books have credibility and in-built authority which can be tapped into by producing booklets – a cut-down version of a book which contains nuggets of information and allows you to mix your sales message into the content.

The Internet has revolutionized all aspects of life around the globe but it is not unique is a technology in creating such a paradigm shift in mankind’s development – before the Internet, there was the book.  Even before the invention and distribution of the printing press, books held great power over those who could read them, and they in turn held massive influence and power over those who could not. 

Using images and designs in your document can make or break the impression it creates.  With the advent of desktop publishing, anyone with a printer and computer felt they could now take their monthly newsletter in-house and wow their staff  and colleagues with computer know-how. 

It is the words which are the primary factor in any document, especially for business or educational purposes.  Sure, a picture can paint a thousand words but it is the words which tell a reader where to find the image in the document (the contents and appendices), what it means and what context (the caption) and what it can do to solve whatever problem or issue the reader may have.

Novice designers, and this includes those who are finding themselves tasked with a design project for the first time, are frequently floundering when it comes to some of the basics of print design.  New technology is making the task of putting together brochures and newsletters all the more easier, but it is the slight hint of amateurism which can detract from an otherwise highly professional looking document. Here are some of the issues we frequently encounter when being asked to help out.