A study investigated the importance adults assign to various techniques used in the design and production of print educational material. Subjects, 103 adults who regularly receive printed educational information and professionals engaged in the production of such information, completed a survey including demographic information, time spent in reading selected print materials, reasons why adults read, and importance ratings on 19 criteria regarding content and typography/graphic design considerations for print information. Results indicated that the subjects (two-thirds of whom were women) wanted clear and easily understood information that was timely and up-to-date. Results also indicated that they did not see a need for color, varied type styles, and differing page formats, and that the adult reader and the professional had very similar reading activities, importance ratings of reading reasons, and time spent each day reading. (Six tables of data are included; 16 references, the survey instrument, and an appendix of data are attached.) (RS)