[uses]

"Make the most important thing stand out"

I'd be careful with this one and be sure you understand what you are doing on a case-by-case basis. I have noticed a thing which I'm not sure there's a name for, but I call it Emphasis Blindness.

Similar to Banner Blindness, I think users today are often trained by habit to ignore things that stand out as some kind of obvious promotional item.

For example, you have 5 items in your navigation: Process Company News Blog Shop, and Shop is the most important, right? So you put it in some kind of special placement, and give it a button-like appearance with a special color and an outline. That doesn't necessarily make it easier to see! In some cases your users might just be looking through the "normal" navigation and not see "Shop". They will skip right over your large colorful button because it looks like a promotion, which they are trained to ignore.

Something to consider anyway.

[amw-zero]

That doesn't really apply to enterprise software. There are no ads there.

[c22]

It doesn't mean the training doesn't still kick in. I've missed things in email because someone has written the most important information in bold magenta on a line apart and my brain just scrolls right past it.

[jschwartzi]

I actually get annoyed enough by mixed bold and normal text that I can barely look at an email written with it.