Objectives

• What need will it fulfill?
• What questions will it answer?

Identity

• What is your message?
• Will you use a metaphor?

Audience

• Primary?
• Secondary?
• Technical comfort level?

Writing Style

• Does it suit your purpose?
• Does it suit your audience?
• Does it support effective linking?
• Is it consistent in tone?

Graphic Design

• What will it look like?
• How will it be navigated?