Visual attention denotes selective information uptake in the visual modality. It is a basic skill required in virtually any cognitive task, ranging from reading to navigation. Therefore, understanding the basic principles governing visual attention is a key to further insights in many disciplines of cognitive science. In my talk, I will highlight three basic principles that are more or less uncontroversial: stimulus salience, top-down control, and memory. In my selective review, I will give examples for our research illustrating each of these principles and will elaborate on their respective power and interplay. In passing, I will also introduce some of the most popular methods in the study of visual attention, such as eye-tracking and electroencephalography.