The empty space where nothing is, used to draw attention to key images and text. Doesn't have to be white
2.Sans serif
Fonts that dont use flicks, they are bold and stand out for viewers
3.Leading
spacing between lines of text, so its clear and easy to read
4.Kerning
space between letters, placement of words
5.Bleed
space between images, how clear they are and how they draw attention
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