The principles for effective design are the same for web and print. The most important thing to remember is that you have a few seconds at most to make your point! That is why designers chant the mantra "Less is more".

Keep your cover or homepage as simple as possible, use it as a lure to entice the viewer to read more. Additional information can be put on your inside or secondary pages.

An image should IMPROVE your page, if not, don't use it!

"Empty” space is OK. Some clients seem to be allergic to white space. Empty or negative space can actually be a strong design element, be sure to keep it in your repertoire.

Know your user. Make sure you know your target audience and gear your promotion to them.

Know yourself. What is your goal? What image are you trying to portray? How will this brochure, website or newsletter help accomplish your goal?

Keep a common thread. All your designs should have a consistent look and feel.

Use type effectively! If your text cannot be read instantaneously and easily, people will not read it. If people do not read your text, you cannot possibly get your point across. This is so important I’ve given it its own section, “Typography 101”.

When all is said and done, nothing promotes your business better than your direct contact with potential clients. Encourage prospects to call and/or meet with you. For that matter, call (or text) me, Karen Rolnick, at 917-971-9679, to discuss your design needs! I will be happy to answer your questions! Or email Karen at