Unify the appearance of your publication by aligning the elements on individual pages and creating strong page-to-page alignments, as well.
In newsletters, for example, align the tops of photographs with the x-height (the top of the small case letters in a line of text) in the adjacent column, and give headlines the same alignment from page to page.
In the first example below (a flyer), the elements on the page are not aligned with each other.
The text block in the upper left-hand corner is justified, and the other text block is centered, while the graphic element seems to hang in the middle of the page. This is messy looking.
In this second example above, the look is improved because both text blocks are justified against a boundary of white space, and the graphic is aligned with the block in the upper left-hand corner.
In this third example, the look is further improved because the graphic is aligned with both the upper and lower text blocks.
Alignment ties all the elements on a page together and unifies the publication as a whole.