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Similar design elements should be avoided.  Elements should either be the SAME or VERY DIFFERENT.

Image Source:


Repeat elements throughout the design in order to create a more unified piece.




Text and images in the design must have a visual connection to other text and images.  No element should be placed arbitrarily in the design.

Image Source: Lesa SniderMacworld


Related text and objects should be grouped together.

Image Source: VWO Blog Design Principles