This is for amateurs who want to rustle up a smart newsletter on their PC, or for the many journalists who can use layout templates, but don’t know where to start if faced with a blank page.
Headlines, captions, pictures and stories all have parts to play in the success of a page, but it starts with design. A rookie mistake is to make design fit around content, not the other way around. They may start with a 1,000 word article and draw the page in such a way to fit it all in. They end up with a wodge of grey text that puts off readers completely. It may be the most sparkling copy in the world, but if it doesn’t look good, no-one will read it.
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