This paper suggests ways in which manifest, physical attributes of graphic elements can be described and measured. It also proposes a preliminary conceptual model that accounts for the readily apparent, measurable variables in a visual message. The graphic elements that are described include format, typeface, and photographs/artwork. The measurements of these elements that are used in the conceptual model focus on such format variables as (1) total page area, width-to-depth ratio, design-grid size and increment, general parameters, and specific parameters; (2) typographic features such as size, weight, force of stress, presence of serifs, and texture; and (3) features of photographs and artwork, including total area, width-to-depth ratio, density, recession/advancement, lines of force, projection level, hue, value, and chroma. Visual and formulaic representations of the conceptual model are offered, with suggestions for dependent variables (reading interest, reading difficulty, aesthetic appreciation, preference, attitude change, and efficiency). (RL)