The simpler the better. Contrast Make sure titles contrast with body text. Achieve contrast with size, weight, font style and separation. Use italics for emphasis within body text. The simpler the better.
Space Leave plenty of white space around the edges.
Build your page around a single axis, or at most two axes. Make your document balance, from top to bottom, right to left. Separate paragraphs with line space or indents, but not both. The simpler the better.