In order to find the best design for your documents or site it is important that you have a firm grasp on what your goals are for any piece of writing. Do you want to entertain, to sell, to perform a task, or to teach? You must also keep your rhetorical strategy in mind as you consider document design. Are you planning to focus mainly on logos, pathos, or ethos? Perhaps you are trying to balance all three. What is the age and demographic of your target audience? What are their needs in relation to the document? Do they have a disability? Do they come from a different culture?

Select a technology oriented site (examples: Apple, Amazon, Intel) and review the site in the light of the design principles discussed in Chapter 11.