A "Rag" is the visual appearance of the
"uneven" side of a paragraph. Here are some guidelines for a good rag:

Try to make the first line of a paragraph
shorter than the second.

Don't allow a small word (is, an, I, to, etc.)
to end a line.

Make sure that the last word on a line is not dangling (floating) by itself.

The last line of a paragraph should be
at least 20% of the line length, when possible.

In a centered paragraph, the rag
should be at least twice as extreme as in
a flush left or a flush right paragraph.
 

A simple definition of the word typography might
be the “elimination of distractions, and application
of enhancements that make for effortless reading.”

For over 35 years we’ve devoted ourselves to this science...painstakingly adjusting every word, and
every paragraph...to ensure maximum readability.

We’re professionals, trained by professionals.
And we’re committed to the most important part
of your marketing campaign...making sure your
message gets read!