1. Does not mean every page should have same layout
Same style and layout
Easier to navigate
Easier to locate information

2. Repeat some aspect of design throughout the entire piece
Element designs can be
Fonts
Backgrounds
Thick rules
Certain bullets
Colors
Navigation

3. Make a conscious effort to unify all parts
Repetition adds visual interest & connection
Inconsistency looks like a bunch of different sites

4. Avoid repeating so much that the element becomes annoying or overwhelming

5. Degree of difference in the objects on page

6. For contrast to be effective, it must be strong. Don’t be a wimp.
If two elements are sort of different, they won’t create contrast—they create conflict.

7. If two items are not exactly the same, make them very different
Elements—large with small type, graceful font with bold font, cool color with warm color, thin line with thick line.

8. Text must contrast against background of document
Crucial element!
Text must contrast against background of document
(REVERSE TEXT)

13. Text is displayed by fonts available on the USER’S computer
All the browsers don’t support fonts in the same way
Stay with standard fonts like Verdana, Arial and Helvetica

14. Fonts must be readable
Use black – colored for headings if you want to use colored font

15. Arrange elements so no one part or section is overpowering
Think balance beam

16. Place text and images in various sections
Pictures heavier than text – alternate alignment
Well balanced page is more appealing to eye & professional