Graphics don't overpower text. Page is not too heavy on one side or the other.
Distance between elements on a page. Used to demonstrate a relationship or a lack of relationship between elements.
Justification of elements. Related items should be justified the same to emphasize their relationship to each other.
Consistent pattern of font and color schemes and graphic types. Specific font, size, and style for headings, subheadings, and body text. Do not mix photographic images and cartoon images on the same page. Scheme-a planned combination of elements, such as a combination of font styles and sizes.
Emphasizing the most important elements on a page with color and size.
Blank or negative space on a page. Used to focus the reader's attention on important details. Used to give the reader's eyes a break. Does not have to be white.