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Nielsen Norman Group

Key takeaways from Why Does a Design Look Good?

Visually aesthetic designs use consistent typography, establish a clear hierarchy, utilize a refined color palette, and align to a grid.

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Align typography (and other graphical elements) to a grid. Anchor each element to a line in your grid system.  Establish a clear hierarchy and color palette. Decide what is most important in your design and intentionally apply a specific visual treatment (size, color, placement) to it, so that users see it first.   Stay consistent. Define clear visual rules and apply them consistently throughout your design. 
In this case the leading is 4–6px greater than the font size, helping to create an airy and open text block.
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