SCALE
Have you considered the distance between your design and your audience?

EFFICIENCY
Is there too much information to communicate your idea?

IMPACT
Is your design compelling? Does it draw your viewer in?

CURIOSITY
Does your design promote interest and conversation?

© 2004 Kristina Lamour

[The following four principles appear on p. 14 in Williams, R. (1994). The Non-Designer's Design Book: Design and Typographic Principles for the Visual Novice. Berkeley, CA: Peachpit Press]

CONTRAST
The idea behind contrast is to avoid elements on the page that are merely similar. If the elements (type, color, size, line, thickness, shape, space, etc.) are not the same, then make them very different. Contrast is often the most important visual attraction on a page.

REPETITION
Repeat visual elements of the design throughout the piece. You can repeat color, shape, texture, spatial relationships, line thicknesses, sizes, etc. This helps develop the organization and strengthens the unity.

ALIGNMENT
Nothing should be placed on the page arbitrarily. Every element should have some visual connection with another element on the page. This creates a clean, sophisticated, fresh look.

PROXIMITY
Items relating to each other should be grouped close together. When several items are in close proximity to each other, they become one visual unit rather than several separate units. This helps organize information and reduces clutter.

© 1994 Robin Williams