One fundamental design principle is hierarchy. A design should have one dominant feature. One thing that catches the attention of your audience. Subordinate to that can be one or two or several supporting concepts. If they’re still looking, the next level is to add details. You might have additional levels in your hierarchy. At the lowest level is the fine print that has to be there—but you don’t care if it gets read.

Your design elements can be words or images. And they don’t have to be placed top to bottom. But they must lead your viewer through the hierarchy. When everything is equally important, nothing is important.