There are many rules and guidelines on making an attractive document design, take for example Reep(2006) design principles which discusses about Balance, Proportion, Sequence, and Consistency.
To illustrate the principles I will put up a few of my slides and analyze on how it was, correctly/incorrectly applied:
Other views on document design, particularly Nielsen's would say I applied his third principle (Non-Descript Posting Titles) incorrectly before, I put "Hello :D!" as my blog title previously, after reading the article, I think that's probably true, people looking to learn about Publications and Design would not find it very relevant, thus miss the search.
Well, I think I kinda passed the word limit by abit already, so I'll save the rest of the principles for another time, so do come back!
Reference List:
Nielsen, J 1997, Writing for the Web, viewed on 17 April 2010, http://www.useit.com/alertbox/9703b.html
Reep, DC 2006, 'Document Design', Technical Writing, ch. 6, 6th ed, pp. 133-172