Business process modeling is heavily applied in practice, but important quality issues have not been addressed thoroughly by research. A notorious problem is the low level of modeling competence that many casual modelers in process documentation projects have. Existing approaches towards model quality might be of potential benefit, but they suffer from at least one of the following problems. On the one hand, frameworks like SEQUAL and the Guidelines of Modeling are either too abstract to be applicable for novices and non-experts in practice. On the other hand, there are collections of pragmatic hints that lack a sound research foundation. In this paper, we analyze existing research on relationships between model structure on the one hand and error probability and understanding on the other hand. As a synthesis we propose a set of seven process modeling guidelines (7PMG). Each of these guidelines builds on strong empirical insights, yet they are formulated to be intuitive to practitioners. Furthermore, we analyze how the guidelines are prioritized by industry experts. In this regard, the seven guidelines have the potential to serve as an important tool of knowledge transfer from academia into modeling practice.