For me, it's theme! I love unique themes, especially if I have photos that will work for the kit! The hardest are probably Holiday kits, because they're so normal and non-original. "feelings" kits are difficult for me too. I don't scrap as feelings, as much as travel and everyday moments.
Once the theme is fun and interesting (fits my needs), then I look at colors/patterns (both papers and elements), flowers and foliage, word art, and unique elements.
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