A design begins with a collection of miscellaneous element: a headline and other display copy, one or more pieces of art, caption, body copy, a brand or store signature, and perhaps a trademark, slogan, or tagline. Arranging all these element so that they make sense and attract attention is a challenge. The design has both functional and aesthetic needs. The functional side of layout makes the message easy to perceive; the aesthetic side makes it attractive and pleasing to the eye, the eight design principles the guide designers as they layout an ad (Direction, Dominance, Unity, White Space, Contrast, Balance, Proportion, and simplify).