Rule #7 - Treat the type as an image, as though it’s just as important.

"A sad commentary on typography today is that most of it fails in this regard: it’s either unimaginatively separated from photography in the notorious “headline/picture/body-copy” strategy seen in countless ad campaigns during the past sixty years or insensitively slapped across images, in quirky typefaces, under the assumption that if it’s big and on top of the photo, it’s integrated. Time for a reality check! Type is visual material-made up of lines and dots and shapes and textures – that needs to relate compositionally to everything else included in the design, no matter different they seem to be." Design Elements: A Graphic Style Manual, Stratham