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

Image: Whenever I decide to include images, it's as an anchor, guide, for interest and to give more style to the layout. I hardly ever combine pictures with clip arts and make sure they support the text — not overwhelm it.

Image at work:
Here is an information rich brochure (scroll over the image to view the back). I used images for interest and to guide you, and as a way of organizing the content. It's a multi-function piece: it was a brochure , a downloadable PDF and had to be clear enough to be faxed back.