1. Picture Superiority
For most designs, use as many pictures and icons as possible as long as the important information can be made clear and represented ethically. Audiences will remember communications with images up to 60% more than ones without images.

2. Resolution
Use the appropriate resolution for the specific medium (72dpi for most digital and 300dpi for most print). Do not use images that are pixilated or distorted in any way; your document will lose immediate credibility.

3. Face-ism Ratio
When using pictures of people, increase the size of the face (and remove bodily features) to communicate personality and intellect. To communicate health, vitality, and sensuality, decrease the size of the face and include more body.

4. Direction
Make sure all faces look toward the inside or spine of the document. Avoid having images of people looking in the direction that goes off the page.

5. Style Match
When using multiple photos in the same document, make sure that their photographic styles, including lighting, position, and colors are consistent.