age layout encompasses several areas of publication design, but here, we are primarily concerned with text and graphic placement and white space.

Most of us do not have art school training in design. But, most of us have personal computers with some programs which may or may not be successfully used for page layout. What we must remember is that mere possession of a personal computer and a basic knowledge of its operation does not make designers of us all.

When Robert Altman, the legendary designer was asked the secret to creating excellent artwork and publications on Canadian educational television, the following dialog ensued:

• "So how about if I start by saying, 'I'm not a professional designer. What can I do to create good-looking artwork?"
• "That's great," I answered the host of the show. "And I'll respond that I'm not a professional designer either, and neither are most DRAW users. So when we approach a project, we shouldn't try for too much. We shouldn't try to reach beyond our grasp."
• The director took off her headset and seemed more interested in our conversation than how it would translate into a television show. "So you're saying that I shouldn't try to make a piece of art beautiful?"
• "Not if you haven't the ability," I answered. "If you're not a professional, I think it is far more important to make sure that your art isn't ugly."

Altman, among a lot of suggestions, provides three basic rules:

• White Space - space, not necessarily white, should be utilized to emphasize what is important. A good rule of thumb is that white space should be at least 60% of your page.
• Bold - that is, don't use it. Don't use all capitals, don't use bold, or underlining, use oversized type or print or multiple exlamation points. Altman says: "When you make everything bold, you lose all hope of making anything bold. Amateur artists should pay attention to the simple concept of contrast. An element is only emphatic to the extent that it stands out over the elements around it. If you want to raise your voice above a whisper, you don't need to shout." A less generous designer has suggested that the use of bold, ALL CAPS, or multiple exclamation points (!!!!) means only that you are unable to choose the right word or words. Another critic has called this "look-at-me" design.
• Makeovers - that is, don't. When you have ugly artwork, do not, Altman suggests, try to do a makeover. Rather, do a teardown. Take the ugly product and remove the ugly parts. And keep removing ugly until what is left is simple, effective, and beautiful.

We created this advertisement using other advertisements for lawyers in our local telephone directory. Altman would correctly describe this ad as ugly. Other words come to mind: ineffective and unsightly. Indeed, publication art can be so ugly as to insult the reader.
On the other hand, this advertisement for a 1997 Jaguar is beautiful, pleasing, and effective. There is a lot of white space which only brings emphasis to the photo and the copy. There is only one bolded word, Jaguar. And there are no ugly or insulting typeface or graphical elements.