This document outlines several web design principles including unity, variety, balance, scale and proportion, rhythm, emphasis, and simplicity. It discusses how unity reinforces a brand's image through consistent colors and grouping similar content into sections. Variety is added through different article elements. Balance is achieved through symmetrical layouts that draw the eye to central content. Scale and proportion help open up the layout, while rhythm keeps the reader's eye flowing. Emphasis is placed on prominent images to inform readers. Simplicity creates an easy to use, instruction-free design.