This a review of The Vignelli Canon, written by Massimo Vignelli (a real humble guy). This entire article came to the point that: writing needs to be powerful. It needs to send a powerful message to the viewer, and much like a story, make the viewer feel something. Design is essentially the same as storytelling, with the same goals of moving the viewer. How is this done? How do you make a story powerful? Contrast. There are many types of contrast that can be used as well, whether it be by tapeface, lighting, or color.
Tapeface is a very versatile, as it can be big or small, bold, italics, or regular. It can be any color, and can be any font. All of these in contrast can make the reader focus on what you want to focus on. Big typeface in bold or CAPITALIZED WORDS will draw attention to those words and their meanings. Smaller typeface in italics can portray something as an afterthought. Contrasting CAPITALIZED to lower case and bold to italics can create a powerful message, and if done correctly, can be very visually pleasing as well.
Along with this, lighting is important to contrast. It is very visually pleasing to have two different objects that reflect light differently in front. Metal that reflects light completely in contrast to an oblique material like brushed glass is very pleasing to look at
Color is by far the most important. Too many bright colors and it will turn a viewer off, too many dull colors and the viewer will get bored. It is important to mix up bright and dull, pastel and neutral. Keep the reader interested, and make sure the important points are on the bright parts that the viewer will want to look at.