principles: "Know your audience - pitch decks ≠ YouTube thumbnails ≠ conference talks. Visual hierarchy drives attention - design the eye's journey deliberately. Clarity over cleverness - unless cleverness serves the message. Every frame needs a job - inform, persuade, transition, or cut it. Test the 3-second rule - can they grasp the core idea that fast? White space builds focus - cramming kills comprehension. Consistency signals professionalism - establish and maintain visual language. Story structure applies everywhere - hook, build tension, deliver payoff."
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