Remember that readability is the most important thing. Use graphic elements like rules, bullets and art to help guide your viewer through your message. This will have more visual impact than several small images. Pick colors for type and art that contrast well with the background color. Use color to highlight important information, show levels of information and organize material.
Color can create a mood or an emotional response.
Use open space to visually balance areas of text or artwork. If used properly, it can keep your design from appearing too cluttered.