Intent Keep it simple. Offer just enough to have them clamoring for more. Don't overwhelm them with too much information. Art in the Science of Color Use complementary colors, not matching colors. Cool colors recede and are known as calming.
Warm colors advance and are known as aggressive.
Composition or Arrangement Everything that is beautiful is orderly, and there can be no order unless things are in their right arrangement to each other. The eye should be led to the central theme. Try to see both the negative and positive spaces of your layout. Each carries similar importance. Knowledge of the rules is necessary to break them successfully.