Layout
While there is no single perfect way to design a layout, there are some guidelines that can help you put together a decent design. These rules will assist you to be more consistent.
Grids
Everything on the page should align with something else. Using a grid is an effective tool to make sure that text and images align with one another. Making elements line up on a page will help the structure visually.
The Rule of Thirds
Good layout is based on dividing up your page into 3 columns and 3 rows. By lining up images with text in the guidelines, it will create a layout that is visually pleasing. If you're using a graphic, it is better for it to spread across two full columns than having it covering part of one.
Visual Concept
Using one strong visual combined with a strong headline can be very effective. You also can use the importance of size to move the readers eyes. Using larger graphics to communicate the most important goal and smaller graphics when they are less important, helps the viewer understand your message.
Z Layout
The Z Layout is how someone would look at an advertisement or any other layout. In the western culture, the eye normally follows the path of left to right or like the letter Z. Place your most important goal at the beginning of the Z and work your way down.
Space
It is an important layout technique that is often overlooked by the inexperienced designer. Without an adequate amount of white space, text would be unreadable and graphics would lose their emphasis. On the other hand, using too much white space can also lead to the wrong impression. Use your judgement and keep your layout balanced.
Type Sizes and Fonts
Using too many font changes and type sizes can distract and confuse the reader and in general look unprofessional. This causes the concern for consistency and readability which are important to good design.
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