design
DO
• Use a professional publication designer who understands how to lead readers to important messages, how to make it easy for readers to find stories of interest, how to organize the material, how to generate credibility, and how to "sell" a story though good design.

A good art director or designer can be every bit as important as a good editor. The hard part may come when the art director and editor work together.

In David Stewart, clients benefit from using one person as both art director and editor. The client avoids embarrassing miscommunications, time-consuming discussions, and costly snafus. In David Stewart, the design and editorial vision remain one and the same.

• Insist on compelling, high quality photos. There is no more certain way to attract readers than great photos.

• Use graphs and tables to facilitate the understanding of figures and complex information. Not only will graphs and tables improve and speed the understanding of your material, they will enhance the credibility of your publication.

DON'T
• Use lots of clip art. While clip art fill space, it contributes little to the understanding the material and usually contributes less than a secondary headline. Opt for the secondary headline over clip art because it has the potential to sell the reader on the story far more effectively than clip art.

One other note about clip art: Clip art tells the reader that the publication in their hands lacks professionalism and crediblity. How do readers make this connection? They never see clip art in a consumer publication.