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Group accessories in threes. Vary the heights and sizes of your accessories. Use your decorations to draw your eye through the room. Use trays to organize accessories. Aim for symmetry with more than 1 table.
Make sure that you don't over-decorate your end tables. A good rule to use is to group your accessories in threes. That way your table looks decorated, but not cluttered.  For a small end table, use 1 grouping of 3 accessories. For medium-sized tables, you can use 2 groups. For larger tables, use 2 or 3 groups. Once you place your decorations, you should still have a bit of room on your table.  If you have enough room for a cup of coffee or tea and a book or magazine, you probably have enough empty space on the table. Using accessories that are all roughly the same height and size can make the table look cluttered. Mix it up instead. Tall skinny accessories pair well with short squat ones. When you're deciding where to place your accessories and decorations on the table, keep the rest of the room in mind. You want the decorations to act as a way to draw the eye through the room, not to sit in a jumble. For example, if your end table is near a tall floor lamp, place short decorations on the side of the table nearest the lamp. The eye will naturally go from the top of the lamp down to the short accessory on your table. Depending on the size of your table, just setting out your decorations might not be enough. If your table still looks a bit bare, put a tray down and set up your decorations in the tray. The tray will take up more space and also makes cleaning easier! If you're decorating more than 1 end table, try to use similarly sized and shaped decorations. This is especially important if the tables are flanking another piece of furniture, like a sofa. You can also apply this rule to end tables scattered throughout the room - it ties the look together.