The methods of reproducing color across all mediums begins with three common terms: process color (CMYK), spot color and web-safe palette (RGB).

Process Color: This method is used when it is necessary to print a wide spectrum of colors—such as in a color photograph. Four inks (cyan, magenta, yellow and black…CMYK) are used to achieve this effect. Millions of tiny dots of these 4 inks, arranged in varying sizes and positions, create the illusion of many colors on the printed page.

Spot Color: This is a specified ink from a standard library of colors—the most popular being the Pantone Matching System (more commonly shortened to PMS). There are also a handful of less used libraries such as the TOYO and European DIC color systems. These inks are used because they offer a wider color range with better clarity, saturation and brightness than is possible using CMYK color builds. Also, the color is more predictable because a standard formula is used to create the inks. Press conditions tend not to affect the color outcome with spot colors as they do with process colors.

Web-Safe Palette: This refers to the 216 colors which are common to both the PC and Macintosh computer systems. Using these colors in solid areas of a webpage design is preferable because they translate clearly and predictably across the majority of browsers in use today.

White Space: Also known as "negative space," this refers to the area in a layout which does not contain content (text) or artwork. Though the term implies it, this space is not necessarily white or a negative of the content. The purpose of leaving these tasteful voids in a design is to give the eye and mind spaces to "breath." This enhances readability and lends more focus to the importance of the content.

Of the many classes of type that are available (such as serif, sans-serif, slab, display, and script), the most commonly specified are serif and sans-serif (usually shortened to "sans") typefaces.

Serif: What you see used in almost all newspapers, novels and textbooks is a serif typeface. Well-designed serif type is considered highly readable and is the oldest class of lettering used in print.

Sans Serif: This class of type is without (sans) serifs. There are many styles from conservative to cutting-edge. Generally, sans faces are used for short to medium copy, headlines, footers, etc. Sans type is considered less readable than serif, and is thus rarely specified for lengthy texts (such as books).

One rule of thumb in the use of type is that usually no more than two faces should be incorporated into a given piece. Additionally, using two of the same class typefaces (e.g., two sans faces) in the same layout typically does not work. In many cases, a combination of one serif and one sans face is used…one for the copy and the other for headlines and other special uses). Of course, there are always exceptions to the rule when the client's content calls for it.

A grid is a tool designers use sometimes in order to arrange items in a layout. This creates a behind the scenes "glue" for the elements used on a page and heightens consistency between pages in a publication. Tastefully used, a grid is not an end-all be-all system, but a framework that can be bent where appropriate.

In a communication piece that requires more dynamism and surprise, the creation of a grid may be left out of the design process.