Reuse
Something of the first thing I would think about is what's used before. The customer/company usually always has a visual expression they have been spending time making already. Use their existing fonts, colours and image usage. Reuse and recognition are important for any enterprise. All of these things together will make it easier for a user to recognize and feel safe. It is also a good idea to think about high-resolution images, illustrations and logos to get a more professional expression.
Space
White Space is the air between elements of a design. Many are afraid of air in a setup, where you feel that the space is not being used. But, think about the focus you put on the elements you have. In particular, in a marketing perspective, it is important to be specific and right on the case. The message is most important, not the decoration. If you use lots of pictures, they should have a meaning. Do not use images that have nothing to say about the message. As it is said; The simple is often the best!
Size contrast
Visual hierarchy is a simple set of principles that helps you structure visual information into a configuration. Visual hierarchy affects the order of human eye perception. Objects with the highest contrast to the environment will be first seen.
6 simple principles to consider:
Helps your eye to follow something
Helps signal the importance of each element
Draws attention to and from an element
White Space is the air between elements of a design
Create a strong palette with some base colours
Test
It is important to go through small tests on the way to a good setup. There are fast and simple 5-seconds of tests that can be done. Here you can ask the easiest questions to get exactly the answers you want;
- What do you see?
- What is the message?
- Who's the sender?
Do not overdo design, colours and fonts. Minimise your job and the recipient by showing you what you really want without all the decoration.