The most important rule for editorial design is that it's imperative that you know your audience and design for them accordingly. In the same way that the reader must be able to identify with the tone of voice of the publication, the design must also speak to them. Great design is achieved when good content and good visuals work in perfect harmony to bring the message across. The designer is a conductor of an orchestra, using typography, photography, composition, illustration and graphics to surprise, provoke, entertain and inform readers.