There are almost infinite principles and concepts to choose from. Focus on the most relevant ones of your artifact.
In Aristotle's The Art of Rhetoric, he lays out the three modes of persuasion: Ethos, Pathos, and Logos.
Of the modes of persuasion furnished by the spoken word there are three kinds.
The first kind depends on the personal character of the speaker;
the second on putting the audience into a certain frame of mind;
the third on the proof, or apparent proof, provided by the words of the speech itself.
— The Art of Rhetoric, Part 2
Source: Nanodudek on Wikimedia Commons