If one king is exposed and the other is safe, this outweighs almost all other factors. Attacks succeed because the king has no proper shelter.
Material advantages still matter. A pawn up with no compensation is usually winning, but compensation like activity or initiative can balance the scales.
Active pieces often outplay passive ones. A rook on the 7th rank or a knight on a strong outpost can outweigh small material deficits.
Dominating the central squares gives your pieces scope and restricts your opponent. Control of d4/e4 or d5/e5 often dictates the middlegame.
Weak pawns (isolated, doubled, or backward) and holes in the structure can become long-term targets. Strong pawn chains, on the other hand, create security and stability.
A permanent hole (like d5 in many Sicilians) can serve as a perfect square for a knight. Outposts can dominate the board and define the strategy.
A “bad” bishop stuck behind its own pawns is often worse than a knight on an outpost. Aim to improve your worst piece and restrict your opponent’s best.
Rooks and queens thrive on open files. Controlling them is often the deciding factor in middlegames and endgames.
More space allows freer movement for your pieces and cramps your opponent’s. Just be careful not to overextend pawns and create weaknesses.
Always consider whether an exchange or simplification changes the evaluation. A favorable transition to an endgame may be worth more than immediate activity.