create visual hierarchy, organise elements according to their importance, guide the viewer's eye, direct attention through a design, make something the focal point, make one element attract attention first, attract attention, make people notice something, stand out, be more noticeable than other elements, use a limited colour palette, choose only a small number of colours, use strong contrast, create a clear difference between visual elements, improve readability, make a text easier to read, improve legibility, make individual letters easier to recognise, choose contrasting fonts, select fonts that are clearly different from each other, pair a headline with body text, combine a main title with longer supporting text, maintain consistency, use the same visual rules throughout a design, align visual elements, place elements along the same line or structure, use white space effectively, leave enough empty space around design elements, avoid a cluttered layout, prevent a design from looking overcrowded, balance image and text, give appropriate visual importance to both, communicate a clear message, make the main idea easy to understand, create a professional look, make a design appear polished and intentional, match the colour palette to the mood, choose colours that support a particular feeling, simplify a design, remove unnecessary elements and details

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