- Put content on every page
- The first color is white
- The second is black
- The third is red
- Never letterspace lowerspace
- Never set a lot of text type in all caps
- A cover should be a poster
- Use only one or two typefaces
- Make everything as big as possible
- Get lumpy!
Roger Black gives these ten rules in **Web Sites that Work**. They're not really his. Most have been known since Goudy, even since Gutenberg. They do not entail that other rules don't work. Only that following these rules suits well the purpose of graphical design.
In a way, writing entails design principles. White gives space. Black puts text. Paragraphs form blocks. Titles stand out. Lists are figures with words. A well-written text is good looking. Emphasis should be used sparingly. Secondary ideas should be kept to a minimum. The reader wishes to be surprised with pleasurable novelties!
So these rules can be adapted for writing. In fact, the rules could very well be expressed at the level of method. But not today. Maybe some other time.
