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How many consistent design characteristics can you put on a one page faxed newsletter?
The more the better because consistency is the basis for a hard working brand. On this newsletter sample there are eight characteristics that remain the same each week. From top to bottom, they are: (1) The masthead. (2) The lead story's headline in an italic typeface. (3) A captioned cartoon by the same artist and writer. (4) A black quote box with reversed out type. (5) A newsbrief styled column called "Circling The Ships". (6) The balance of the typographical design for the subheads and text. (7) A black and white color scheme. (8) The Royal Caribbean logo. So, what's so worthwhile about repeating these charateristics from one issue to the next? It really isn't much different than hearing the same song enough times that we learn to like it. If people enjoy reading the news, the more they get used to seeing the same visual format, the more likely it is they will connect.

Repeat strong graphics on your newsletter to help make readers feel right at home.
A masthead can only begin the job of establishing a unified and consistent look throughout a long run of identifieable newsletters. Well planned typography can also support the consistency that creates familiar environments. The kind that readers enjoy visiting again and again. In this sample, a feature column bar works with the masthead to border the content area in such a way that affords numerous layout opportunities without ever losing its recognizeability.

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