A good design should be simple yet attractive. If colour is used, it should be introduced subtly. Each publication should have its own identity. Designers should use methods that are economical and save time for themselves and the printer. The design should also incorporate balance in colour (white, black and grey).

At the same time a sense of proportion should be achieved and various layout types should be considered including vertical, horizontal, frame layout, circus, symmetrical and asymmetrical.  Contrast is also an important factor in design and if not used correctly destroys the balance of the page. 

Important factors to consider regarding contract are typeface and size, rules and frames, half-tones and line work including reverse blocks and tints. Every item on the page must have sufficient contrast to its surroundings to be eligible. Different typefaces should be used for headlines.

Margins also create natural frames giving a page unity. White space should be placed close to the margins instead of the centre of the page. The use of white space is crucial to the layout and should not be considered as blank space which needs to be filled in.