Design for nondesigners: 10 dos and don’ts

Tips to help you master the not-so-secret “secrets” of expert packaging (as an editor)

You don’t need the most talented designers or a big budget to create a well-designed corporate publication. In fact, great design can be had without those things if you recognize (and incorporate) the dos and don’ts of design.

We’ll show you how to avoid common mistakes and get along well with your designer without spending another dime. Here are the 10 dos and don’ts from corporate communications consultant, Heather Burns.

An editor’s 5 design dos:

1. Know your audience

It’s vital to design for your reader and not for you or your designer. It’s your job as an editor to find out what people like. Burns explains, “People won’t read your copy if they don’t find appeal in the design.” One way to find out what people like is to form a focus group. Lay out a variety of publications (not your own pub), pay attention to what people pick up, and record their reactions. FYI: Avoid surveying your audience—surveys don’t allow you to witness your audience’s reactions.

2. Include your designer