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

simplicity: Simplicity in design is all about restraint. More often than not a simple layout is really what's best for business. Your audience dictates how simple your layout should be. It should be easy, effortless and straightforward.

Simplicity in action:
Here's a product brochure for a financial institution (scroll over the image to see the back). Notice that if I had a complicated layout it would just "not look right". Simple can also be very high impact.