What are the elements of good graphic design?

• put the most important information at the top of the page
   
• use the KISS principle (Keep It Simple Stupid!). A page with plenty of white space is far more effective than a cluttered page
   
• make navigation easy and simple, avoid excessive scrolling
   
• decide on a page layout standard, colour scheme standard and font standard and stick to it. This gives the site a sense of unity and harmony which is lacking when these design elements are continually changing
   
• where-ever possible, use pictures instead of words to convey your message
   
• avoid flashing gifs
   
• avoid excessive use of CAPITALS