Businesses have traditionally relied on different types of media to communicate with existing and potential customers.
With the emergence of the Web, the relation between the use of print and electronic media has continually evolved. In
this paper, we investigate one possible scenario that combines the use of the Web and print. Specifically, we consider the
scenario where a small- or medium-sized business (SMB) has an existing web site from which they wish to pull content
to create a print piece. Our assumption is that the web site was developed by a professional designer, working in
conjunction with the business owner or marketing team, and that it contains a rich assembly of content that is presented
in an aesthetically pleasing manner. Our goal is to understand the process that a designer would follow to create an
effective and aesthetically pleasing print piece. We are particularly interested to understand the choices made by the
designer with respect to placement and size of the text and graphic elements on the page. Toward this end, we conducted
an experiment in which professional designers worked with SMBs to create print pieces from their respective web pages.
In this paper, we report our findings from this experiment, and examine the underlying conclusions regarding the
resulting document aesthetics in the context of the existing design, and engineering and computer science literatures that
address this topic