Abstract: The invention relates to a method of generating a representation of a visual design. The visual design could be applied to advertising material, signage, letterheads or packaging, for example, where it is important to maintain a consistent identity from one application to the next. The method includes storing data defining a number of visual design elements such as logos, graphics or other images, as well as text elements including predetermined words and phrases. Predetermined design parameters for different design applications are also stored. These parameters, together with user-entered variables within a permitted range adjust the relative size of each element and the juxtaposition of the elements in the final design. The result is designs which are consistent in the impression which they create to a viewer, even when applied to widely differing articles. The finished visual design may be displayed on a screen for viewing, and will then be printed in a hard-copy form as final artwork.