Keep it simple
Every design should be simple. Number of design elements used in a design should be limited.

Keep the message direct
The message in the headline and copy should be direct. Messages conveyed in a direct manner are easier to understand.

Create white space
Create as much white space as possible in a design. Appropriate white space assists in focusing the reader on the key elements of the design and message.

Maintain consistency
Consistency should be maintained in the design and message unless a conscious decision is made to bring about a change.

Enhance positioning
Every creative design should support and enhance the established positioning of the product, service, brand and company unless a conscious decision is made to bring about a change.