A Tribute to Charlie Wellborn, professor extraordinare

Charlie Wellborn was the first professor I met when I enrolled at the University of Florida's College of Journalism and Communications. We became instant friends. I took three of his classes and he became a life-long friend until he died in the early 1990s. Besides being a huge cheerleader for everything I ever tried, I credit Charlie with teaching me some of the most important things I learned about good communication. For those of you in the bz, here are Charlie's words of wisdom:
--Run logos behind type once. Get it out of your system, then never do it again.
--Remember the line length rule. Designate your type size (say 10 point), then keep your line length the same figure in picas to double that figure in picas (10 picas to 20 picas), with the optimum at 1.5 or 15 picas. For 20 point type, your range is 20-40 picas, with the optimum line length 30 picas.
--When you reverse type out of a solid color, always go to a heavier weight type so the type is easier to read. If you are using a light face in your main copy, use a regular weight in the reversed out box. Or if you are using regular face in main copy, go to a bold face in the reversed out box.
--Remember that large blocks of italics or all caps are difficult to read.