I have some blogs about financial aid here on www.Zinjenzo.hubpages.com, and here are some quick thoughts:
If there's some time before you start college, then look into state 529 plans. Ask your financial adviser (if you have one).
If college is about to start this fall or next, then look for scholarships - at school, in the community, online scholarship search engines (only if they're free!). Also complete the FAFSA as soon as possible after January 1 and before February 15.
Finally, don't be afraid of college loans. Yes, there is such a thing as too much debt, but having some loans to help pay for a college education is not a bad thing. It's an investment in your future.
Consider finances and the financial aid package for each institution when you make your college choices.
Good luck to you!