Good design does not call attention to itself, but good designers use the principles of document design to make sure their layouts look pleasing and attractive. The principles of document design are balance, proportion, order, contrast, similarity, and unity. This 3-page fact sheet was written by Ricky Telg, and published by the UF Department of Agricultural Education and Communication, June 2012.
http://edis.ifas.ufl.edu/wc128