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There are other pages on this site dealing with issues such as callouts, bullet points and letter layout.
All of these are important in their own right but they are also part of a wider issue – the visual appeal of a piece of copy. Even if you are using a graphic designer, this is still an issue you need to think about while writing. The best designer will struggle to make tombstones of text look appealing and if you make use of varied paragraph length, bullets, callouts and other tricks you will make their job far easier.
Room to breathe
Visually effective copy has to give the reader room to breathe, complete with changes in pace and different ways of presenting the same information. It also helps if the images used in a piece complement the writing. If you're writing about partnership, don't put a handshake on the cover. Show one of your staff at a client's premises, doing what they do.
Fontastic
The biggest danger comes when you are not using a graphic designer and decide, one quiet Friday afternoon, to see what the fonts in Word look like when they are all put on the same page. I'd advise against this even if you are simply advertising the office party. Because nobody will come.
- Stick to one font
- avoid capitals and centred text
- use bold text and maybe one or two different text sizes for emphasis.
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