Design and aesthetics are often a source of contention between the client and vendor. A well-known figure in the ad world is reputed to dislike white text reverse out of a black background saying that such ad copy are illegible. Yet we see many ads that do that.
Here are other debatable issues:
- left or full justify text
- river
- leading
- tracking
- kearning
- orphan
- widow
- having a line with only one word
- balancing the height of all columns
- no more than 3 colour themes on a page
- have a standard grid
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