C
O
N
C
E
P
T

Unity

Balance

Relevance

Emphasis

Contrast

Appropriateness

Repetition

Consistency

Simplicity

White Space

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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

Relevance: Good design takes more into account than just looks. It's about connecting with your audience. How does one decide what to pick up and look at? It's all about how relevant your layout is to their lives at that moment.

Relevance in action:
This piece is a postcard for a self-help product (direct mail). There's very little space for you to make a big impact, so you have to get right to the point.