Eight Tasks That Design Must Satisfy

If design is a lever, there are eight ways you can use design to multiply the impact of your message. Use the following sections as a guide to evaluating the success of your own designs, as well as the designs of others—including your competitors.

1. Design Must Attract Attention

Design takes ordinary words and makes them special by placing them on a page in unique and interesting ways. Headlines play a crucial role in determining the success or failure of your message, because if the headline isn’t read, it’s unlikely that the body copy will be read.

Consider the three steps involved in placing and formatting a typical headline:

Begin by placing the headline at the top of a page, surrounded by white ...

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