Each rule suggests and reinforces the point that you have to talk about the recipient and the recipient’s needs in a format and style that the recipient finds acceptable.
Thus one never starts by talking about the company selling the product, but rather about the recipient who moves centre stage from start to finish.
Meanwhile the layout and design focuses on the psychology of perception which tells us which colours to use, where to place pictures vis a vie text, how long each paragraph should be, how each paragraph should start and so on.
Of course not everyone agree. Some will say “a picture is worth 1000 words” without actually thinking, “how do I know this is true?”