Questions of choosing a design, font, color and style for your paper are all in fact rhetorical questions. When deciding these things, one should take into consideration who the audience is that they are writing for, what ideas they are trying to convey, and also what medium they plan to use to deliver these ideas.
For example, a person writing an academic paper for their English professor would not want to include any of the fancy and pretty fonts such as ‘Curlz MT’, ‘Bradley Hand’, ‘Chiller’, etc. Even though these fonts are cool and nice to look at you would not often choose these fonts for an academic paper because they will not help better convey your idea to your teacher. Most times, a teacher will require a paper to be in a particular font so you would need your paper in that specific font to please your teacher. In contrast, If you are choosing a font for an advertisement, you may want to include a different font depending on the audience you are trying to reach or the idea you are trying to relay to the audience.
The fundamental design principles of alignment, proximity, repetition and contrast are important things to keep in mind when you are trying to convey an idea to other people. Alignment is the way thing are lined up horizontally and vertically within the paper and can play a role in the overall flow of your paper or text. Proximity is making sure the text, headings and picture all relate to one another. This can help the reader, or audience better understand and focus on your overall idea. Repetition can help the audience understand what is important about the idea and lets them know what they need to focus in on. Contrast is effectively employed when the design attract the reader eye. This , I feel is the most important because if no one is attracted to whatever medium you are using to convey your idea, no one will learn of your idea.