3. +
Balance
Optical Center
Weight
Positive & Negative Space
Color
4. +
Idiosyncrasies
Individual Color
Color Contrast
5. +
Color
Memorable Moods
Bright or Saturated Colors
Backgrounds
Central Elements
Similar Colors
Color Consistently
Never Rely on Color Alone
Gender & Social Connotations of Colors
6. +
Type
Computer Type is NOT Print Type
Typeface Should be Appropriate to the Material
Readability
Italics
Use Typefaces Consistently
Type Density