The Venetian Blind Model encourages the use of complexTypes rather than just the declaration of elements.
The idea behind types and the Venetian Blind Model is analogous to the notion of defining a class and using the class to create an object.
targetNamespace = "http://www.rntsoft.com/Customers"
xmlns = "http://www.rntsoft.com/Customers"
elementFormDefault = "qualified"
attributeFormDefault = "unqualified">
minOccurs = "0" maxOccurs = "1" />
use = "required" />
File: Data.xml
xmlns:cust = "http://www.rntsoft.com/Customers"
customerID = "2442"
clubCardMember = "true" >
first
middle
last