The overall aesthetic design of your ad: color schemes, styles,
layout and tone;
bold versus subtle, traditional versus
modern, serious versus comic, masculine versus feminine, young versus old, and everything in between.
Authors or interior book
layout designers can be as
modern and simplistic, or as creative and
bold as they would like when it comes to creating a beautiful chapter headings, as long as they are not distracting from the remaining text on the chapter heading pages.