C
O
N
C
E
P
T

Unity

Balance

Relevance

Emphasis

Contrast

Appropriateness

Repetition

Consistency

Simplicity

White Space

  Click image to see a larger version  

C
O
N
T
E
N
T

Focused

Alignment

Hierarchy

Readability

Information Rich

C
O
M
P
O
N
E
N
T

Type

Color

Images

Graphic Elements

Details

Color: Color choice (and combination) sets the tone and mood of the piece. You'll notice that certain colors are used more frequently than others. Each color projects a particular image. This varies by culture and suitability is also determined by industry, subject and audience.

Color in action:
Here is an information rich 4"x6" postcard. What I did was organize the information by color.