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 types of letters, drawings, sketches, cartoons, and digital images are also discussed as visual elements.