The document discusses visual principles for designing effective displays. It identifies major factors that affect the overall look of displays such as alignment, shape, balance, style, and color scheme. Specific design principles are covered, including using complementary or analogous colors, the rule of thirds for element placement, symmetry for balance, and consistency in design elements. Storyboarding and index cards are recommended for visual planning. Different visual media like letters, drawings, sketches, cartoons, digital images from cameras or scanners are also discussed.