Explain which portions of the world can be expected to operate as the players expect. Provide easily grasped locales based on well known cultures. About 2/3 of the campaign should be familiar from the player's perspective. Above all, make sure the players can relate to their characters and their characters' histories.
Prepare detailed descriptions of the unusual aspects of the campaign that the characters will interact with regularly. Make sure that the unique elements have a history so that the players can play within that framework. Only 1/3 of the elements the characters immediately relate to should be unique. If there are different areas or societies, make sure that each is distinctive.
Keep your descriptions on a scale the players can handle. Make sure that the closer it is to them, the more detail there is. Make sure you don't overwhelm them. The basic information about the campaign shouldn't be more than the player's interest.
Make sure the world is logical. Cause and effect may not be obvious, but they should be there. Make sure that your history shows an ebb and flow and changes in the way things operate.
Make sure there are opportunities for adventure. Every chapter of the world should have 2-3 adventure hooks.
Detailed histories. Creative races. Interesting religions. Interesting societies. Mapped cities. Unique creatures. Wide unexplored areas teeming with crumbling ruins and outpost towns on the frontier.
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