{1} Typography- all fonts should be legible and appropriate for what you are communicating
{2} Color- use no more than five colors in a single layout. You can use different shades of a single color to distinguish
{3} Iconography- icons should be simple, easy to understand and universal. They're meant to enhance comprehension, never distract
{4} Callouts - use callouts sparingly to highlight only key information
{5} Negative Space- keep significant negative space. When too much information is in a layout messaging becomes cluttered and incoherent
{6} Illustration- should match tone and subject matter. Only include if it enhances the content
{7} Layout - present content in a way that guides readers through in a logical hierarchy. Aligning the elements in a layout with each other will help maintain consistency
{8} Comparison- visualize data in a way that is easy for the viewer to compare values
{9} Simplicity- avoid unnecessary design, including 3D charts, ornamental illustration or extraneous elements
{10} Accuracy- visualization should represent their values proportionately.Inaccurate representations can deceive viewers
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