First of all use the best bread you can find, and make sure it's perfectly fresh. Use good butter or top-quality margarine, and soften the butter before use. It needn't be spread thickly, but each slice of bread must be covered. For a hearty picnic, use thicker slices and just cut them across the middle. If you're going for the dainty look, you want very thin slices (you may have to get unsliced and cut it yourself) cut into four triangles. You can even cut the crusts off, though there isn't much point.
The important principle with sandwich fillings is contrast. That means wet and dry, crunchy and soft. So, for instance, cottage cheese is nice with crisp lettuce, and dry ham with juicy tomato. Beyond that, it's largely a matter of taste.
Of course, apart from the basic British sandwich, there are lots of variations; open sandwiches, filled rolls or baguettes etc. In all cases the points about freshness and contrast still apply.
The important principle with sandwich fillings is contrast. That means wet and dry, crunchy and soft. So, for instance, cottage cheese is nice with crisp lettuce, and dry ham with juicy tomato. Beyond that, it's largely a matter of taste.
Of course, apart from the basic British sandwich, there are lots of variations; open sandwiches, filled rolls or baguettes etc. In all cases the points about freshness and contrast still apply.