1 pts
2 pts
3 pts
3.5 pts
4 pts
use of consistent color to tie pieces together
proper placement of information for strongest impact
use of graphics to enhance the message, create focal point or flow use of white space to reduce business of the page; create a place of "rest" in the flow of the page
-rule of thirds -use of anchors -use of columns -use of a variety of alignment choices -use of layers -effective use of fonts (consistent for package; appropriate for establishment) -use of kerning, tracking, and leading to create a pleasing document