1. Discriminability: This principle refers to the need for clear and distinct stimuli that can be easily differentiated from one another. To communicate effectively, it is important to present information in a way that is easy to distinguish from other information. This can be achieved by using different colors, fonts, or formats to make important information stand out.
2. Appropriate Knowledge: Effective communication requires that the sender and receiver share some common knowledge about the topic being discussed. The sender must be aware of the receiver's knowledge level and use appropriate language, examples, and analogies to make the message understandable. On the other hand, the receiver must also have some prior knowledge of the topic to fully understand the message.
3. Salience: This principle refers to the need for important information to be highlighted in some way. Salience can be achieved by using bold or italicized text, placing important information at the beginning of a sentence or paragraph, or using a larger font size. By making important information stand out, it is more likely to be noticed and remembered by the receiver.
4. Limited Capacity: People have limited cognitive resources available to process information. This principle states that the amount of information presented should be limited to what the receiver can reasonably process and remember. Presenting too much information can lead to cognitive overload and decrease the effectiveness of communication.

In summary, these cognitive communication principles are important for effective communication because they help ensure that information is presented in a way that is easily understood, remembered, and acted upon. By following these principles, communicators can improve the clarity and effectiveness of their messages.

Discriminability: This principle means that stimuli should be clear and distinct from each other so that they can be easily differentiated. To communicate effectively, it is important to present information in a way that is easy to distinguish from other information. This can be achieved by using different colors, fonts, or formats to make important information stand out.