2. Sinks

3. Vertical White Space

4. Rules

6. Drop Shadows

7. Screens

8. Bleeds

10. Black space is a photo or illustration

11. Gray space is text

12. Eye's move to white space after Black

15. Sinks White space at top of page, draws attention to gray space underneath it Consistent sink from page to page to be harmonious

16. Vertical White Space Makes text more approachable Opens up page Makes room for elements like sidebars and illustrations, or pull quotes

17. Rules Emphasize or frame page elements Seperate page elements Downrules used to seperate columns Draw attention to pull quotes Thick rules are attention getters Thin rules used in businesslike documents

18. Borders Frame the space where text and artwork appear Partial borders sometimes used

19. Boxes Used to separate or isolate elements on the page Not used for emphasis, just separation Used for sidebars, tables, extra information Don't overly decorate boxes Don't draw unneeded attention

20. Drop Shadows Attention-getting 3d effect Tend to be overused

21. Screens Underlying color Adds color and contrast to a document Make document look more inviting Set apart boxed text Use for every other line of a table

22. Bleeds Printed image extended all the way to the edge of a page Impart an artistic look Perceives the page as a window, shows portion of scene Images that bleed look larger and more important, less isolated Horizontal rules that bleed add continuity to a spread