Good layout is what makes great ideas successful, appealing and most important: less boring.
This course taught by Sean Adams is part of the Graphic Design Learning Path on LinkedIn Learning. These study notes combine the essences of the taught material for later reviewing. I recommend to watch the videos as every aspect is accompanied with a visual representation, strengthening the argument for, or against.
Good layout is if it attracts attention, provides a clear, powerful message, and helps tell the story and the tone of the project. Bad layout: cluttered, confusing and dull. The job is to stop the viewer at everything they are doing and focus only on our piece. This isn’t possible with safe, nice and banal.
While good writers have to do a lot of reading to become great, good designers have to do a lot of viewing.