Keep it Simple Stupid: Using Basic Design Maxims for Effective Communication
http://www.stc.org/confproceed/1998/PDFs/00110.PDF

Smith, Maggie
STC Proceedings
1998

Abstract:

This paper focuses on research results presented by Colin Wheildon in his book, Type & Layout: How Typography and Design Can Get Your Message Across – or Get in the Way. Wheildon’s research was conducted over a nine-year period outside the laboratory, using people who actually consume the printed word. This paper reviews five of the design maxims Wheildon tested and cites opinions @om other design and ppography publications. Wheildon's design maxims aren't complex or new. On the contrary, they are simple design maxims that have been used for hundreds of years.