Twenty rules for making good design (rules can be broken, but never ignored)
- 1. Have a concept
- 2. Communicate, don´t decorate.
- 3. Speak with one visual voice.
- 4. Use two typeface families maximum. Ok, maybe three.
- 5. Use the one-two punch!
- 6. Pick colors on purpose.
- 7. If you can do it with less, then do it.
- 8. Negative space is magical-create it, don´t just fill it up!
- 9. Treat the type as image, as though it´s just as important.
- 10. Type is only type when it´s friendly.
- 11. Be universal; remember that it´s not about you.
- 12. Squish and separated.
- 13. Distribute light and dark like frecrackers and the rising sun.
- 14. Be decisive. Do it on purpose-or don´t to it at all.
- 15. Measure with your eyes: design is visual.
- 16. Create images, don´t scavenge.
- 17. Ignore fashion. Seriously.
- 18. Move it! Static equals dull.
- 19. Look to history, but don´t repeat it.
- 20. Symmetry is the ultimate evil.
