What Do I Need To Know About Newsletter Design?

A newsletter’s design has a big impact on reader reaction. To be sure your design is successful, remember these three Cs: consistent, conservative and contrast.

Consistency addresses the format of your newsletter. If printing in black with an accent color, select a color palette and maintain it throughout each issue. Use an underlying grid to organize each page. If your newsletter is short (4 pages or less), use the same grid for each page. Use templates and style sheets to control headlines, subheads and body copy.

Be conservative in the use of fonts and graphic elements, especially in a short newsletter. A good rule of thumb is
to limit the number of photos, graphic accents or clip art to one or two per page. Select one font for body copy and another for headlines, and use these exclusively. Stylize the two fonts with italics, bold, and condensed, but do not introduce additional fonts.

Use contrast to direct the reader’s eye and to establish the hierarchy of importance. Headlines should contrast with body copy and with subheads. Drop caps, extra-large initial caps, or an illustrated capital will draw the reader’s eye and create graphic interest. Use white space in the form of gutters and margins to lighten up dense body copy.

Improving the design of your newsletter will pay dividends in reader interest and accessibility.