Determine Hierarchy
What is the most important thing – visually – in this layout? Is it the most important, most attractive or most convincing part of the message?

Create Emphasis and Focus
Once you know what’s most important, use visual emphasis to focus attention through size, position, value, and color.

Apply Contrast
Contrast is the tool of emphasis, it helps determine hierarchy, focus attention and it helps create drama.

Create Tension
Create tension by manipulating relative position. Place things a little too close together, or set up a little too much contrast in their visual weights.

Provide Balance
By opposing dense detail with open space, or heavy elements with lighter ones, balance can be asymmetric and, again, athletic.

Establish Rhythm
In multipage works, rhythm creates pacing across the whole.

Encourage Flow
Show your visitor where to move to next.