KEY CONCEPTS
* Design is appropriate to audience
* Elements relate to concept being presented (text, graphics, sound, video, etc); they enhance rather than detract from the design
* There is consistency in text, graphics, and sound
* Design attracts the attention of an audience (eye catching)
* Content is readable (text, image, and sound) in format presented

TEXT
* Simple fonts are used for narrative & multiple-line text blocks
* Limited number of fonts are used in layout
* Alternate fonts are used for emphasis or contrast
          ex. caption on photo
* Fonts relate to overall concept / design
* Text is arranged effectively
* Text is used as a graphic component
* Text is sized appropriately
* Headers and footers are consistent (in multiple page document)

GRAPHICS
* Appropriate amount of white space is used (negative space - blank space around text and graphics)
* Graphics have a purpose
* Textures, lines, and colors work together to enhance (not detract from) the overall design
* Special effects enhance (not detract from) the overall design
* Images & graphics are cropped to select important elements without sacrificing resolution of the image
* Type of graphic image is appropriate for how it is being used (cartoon-like, serious, fancy, cute, plain, black and white or color, stylized)
* Graphic is of good quality
          ex. good lighting in photograph

LAYOUT OF PAGE OR SCREEN
* Design is balanced in use of color, shapes, lines, text, etc.
* Design is unified (not fragmented); all elements work together
*There is a dominant element in the layout
* Design leads viewer through the layout
* Elements are aligned where appropriate

TABLES and GRAPHS
* Cell padding and cell spacing is appropriate
* Text within tables and graphs is readable in format used
* Graphs convey concepts simply

SOUND
* Music and narration enhance (not detract from) presentation of content
* Sound elements or voices used are appropriate to concept
* Distracting background noises are avoided
* When both dialogue (voices) and music, other background noises, or other multiple track formats are used, important elements (usually dialogue / narration) are dominant
* Sound is of good quality
          ex. sound track is clear, not muffled

VIDEO / FILM
* Different camera angles and different points of view for the camera are used to create variety in the film
* Camera movements are done for a reason
          ex. no repeated zooming in and out without a reason
* Lighting is planned before filming so that it helps to convey the mood of the film
* Sound and images work together to present a concept
* Special effects and editing techniques can be used to add variety and interest to the video
* Special effects and transitions do not detract from presentation
* Titles are easy to read

MULTI - MEDIA DESIGN INCLUDING WEB PAGES
* Entire space on screen is planned
* Scrolling is kept to a minimum whenever possible (scrolling limited to two screen lengths)
* Text and graphics are used in a consistent way in the layout
* Tables, charts, or frames are used to organize a design that has many components (this is particularly helpful in web page design)
* Navigation is consistent
* Buttons and / or links are consistently placed throughout the presentation
* Web page frames help to organize the page and do not make the page more confusing