Analyze your audience. Consider factors such as your readers’ knowledge of the subject, their attitudes, their reasons for reading, the way they will be using the document, and the kinds of tasks they will perform. Think too about your audience’s expectations. Readers expect to see certain kinds of information presented in certain ways. Plan to fulfill those expectations. For example, hyperlinks in websites are often underscored and presented in blue type.

Consider multicultural readers. If you are writing for multicultural readers, keep in mind that many aspects of design vary from one culture to another. In memos, letters, reports, and manuals, you may see significant differences in design practice. The best advice, therefore, is to study documents from the culture you are addressing. Look for differences in paper size, text direction, typeface preferences, and color preferences.

Consider your purpose. For example, if you are creating a website for a new dental office, do you merely want to provide information on the hours and location, or do you also want to present dental information for patients? Let patients set up or change appointments? Let them ask a question? Each of these purposes affects the site design.

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Determine your resources. Think about your resources of time, money, and equipment. Short, informal documents and websites are usually produced in-house; more-ambitious projects are often subcontracted to specialists. If your organization has a technical-publications department, consult the people there about scheduling and budgeting. A sophisticated design might require professionals at service bureaus and print shops, and their services can require weeks or months and cost thousands of dollars.