Check to see if the the PDF is written by an individual, set of authors, or an organization or company. If it is not written by an individual or a set of authors, use the name of the organization or company responsible for creating the PDF in place of the author’s name. Continue with the title of the PDF, version (if there are different versions available), the publisher (only include if the name of the publisher is different than the name of the author or the title), the publication date, and the location (usually a URL if found online).
Use a reasonably-sized font: either 10 characters per inch or a 12 point font. And choose a font that is easy to read rather one that is decorative: "Arial," "Lucida," "Modern," "Palermo" or "Times New Roman" are some good choices. Scripted fonts are hard to read even if they do make your paper "look nice"; it is the content of the paper that is most important, and making it easy for your readers to understand that content is always a good choice.