The document outlines basic principles for newsletter design including consistency, the use of appropriate design tools, and understanding fundamentals like color, layout, and typography. It discusses the pros and cons of hiring a designer versus designing in-house. Additionally, it emphasizes the importance of knowing the audience to create effective layouts for both print and web.

1. Newsletter Design BasicsWhat You Need to Know for Print & Web Layout

2. Rule #1cOnSIsteNcyMAtTers

3. Don’t Start with This One Week:

4. And Go with This Next Week:

5. Rule #2Use the Right Tools

6. Right Tool =$$$++

7. Hiring a DesignerCONS

8. Can be Expensive

9. You Lose Some Control

10. Designer Must Learn Your StylePROSHigh Quality MaterialNo Equipment ExpensesDesigns Template to Reuse

11. Operating In-HouseCONS

12. Equipment Costs

13. Experience Costs

14. Staff Time OccupiedPROSYou Know Your CompanyMake Changes for FreeCan do Coordinated Pieces

15. Best Case: Adobe Creative Suite

16. Not Bad: Adobe InDesign

17. Good Enough: MS Office Publisher

18. Rule #3Know the FundamentalsColorLayoutTypography

20. Learn Your Color Wheel

21. Good

22. Not So Good

24. Bad LayoutMisaligned logoToo many boxesNot a good use of ColorInconsistent headline placementLack of direction

25. Good LayoutNice logoSolid left-side TOBGood font for headlinePlenty of space for storyLarge, appropriate image

26. Make the Most of Typography

27. What to Keep in Mind:Keep enough space between letters and lines (leading & kerning)Use consistent formatting throughoutUse fonts appropriate to the audienceNo more comic sans

28. Bad Typography

29. Better Typography

30. Rule #4Know Your Audience

31. What to Consider:AgeEducationProfession/CareerGenderIncomeHobbies