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Table
of Contents
Introduction
2 Part One: Develop Concepts
Experimentation, 2
Appropriateness, 3
Consistency, 3
Style, 4
Balance, 4
Unity, 6
Spreads, 8
11 Part Two: Establish a Format
Grid, 11
Margins, 13
Borders, 15
Columns, 18
Rules, 20
Headers and Footers, 22
Type Selection, 23
Type Integration, 23
Serif and Sans Serif Type, 24
Limit Your Typefaces, 24
Masthead and Logo, 25
Headlines, 27
Subheads, 31
Captions, 34
Paragraphs, 38
Color, 39