1. Keep it simple (not too many words)
2. Use good fonts, but don't overdo them
3. Make it readable and understandable from various distances
4. Make it eye-catching (use good colors, fonts, etc.)
This image, for instance, uses readable letters, lots of colors and some eye-catching fonts (but not too many to overwhelm the viewer), and keeps it somewhat simple (there is some complexity to the picture, but the words are brief). Obtained from http://absentofi.org/2009/01/demystifying-and-mystifying/.
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