THE 20 RULES FOR MAKING GOOD DESIGN. Rules can be broken-but never ignored Rules exist as guidelines, based on accumulation of experience Breaking.

THE 20 RULES FOR MAKING GOOD

DESIGN

Rules can be broken-but never ignoredRules exist as guidelines, based on accumulation of

experienceBreaking the rules often leads to true innovation It is beneficial to know which rules are considered

important and whyRules ≠ law

REMINDER

A design can be incredibly beautiful, but if there is no message, it is just an empty shell

A design without a message, story, idea, narrative, or concept is not a design at all

RULE #1: HAVE A CONCEPT

Remember that form carries meaning, no matter how simple or abstract

Eye candy does not qualify as design

If the form ain’t right, get rid of it!

RULE #2: COMMUNICATE- DON’T DECORATE

Design so that anyone can understand what is happening in your art

Speak to the world at large

Draw upon humanity’s shared narrative of form and metaphor

If you are unsure people will “get” it or not, simply show it to people and ask their opinion

RULE #3: BE UNIVERSAL

Make sure all of the elements in your design “talk” to each other

Good design has internal logic and is resolved

If one element is out of place, it disconnects the totality and the message is weakened

RULE #4: SPEAK WITH ONE VISUAL VOICE

Less is moreDon’t add more to a

design just because you think it needs more decoration

True power lies in creativity applied to very little

The more stuff on the page, the more cluttered the design becomes

Just because something is “complicated” does not mean it is “complex”

RULE #5: IF YOU CAN DO IT WITH LESS, THEN DO IT

Negative space is critical to good design

Calls our attention to the content and gives the eyes a place to rest

Negative space is as much a shape as any positive space or form in the design

RULE #6: CREATE SPACE-DON’T FILL IT

Establish visual hierarchyFocus the viewer’s

attention on one important thing fi rst a big shape, startling image, type treatment, bold colors, etc.

Next lead the viewer’s eye to the less important elements in a logical way

RULE #7: GIVE ‘EM THE ONE-TWO PUNCH

Symmetry can be quite eff ective, but in design symmetry can make a design seem flat or static.

In design, symmetry is often seen as lazy and uninventive.

Asymmetry leads to a more dynamic piece

RULE #8: BEWARE OF SYMMETRY

Although design is a two-dimensional format, your design should impart a sense of depth and movement

Don’t make everything the same size, color, weight, or distance as everything else

Try to create a three-dimensional “window” into the design

Exploit changes in size and transparency

Apply color so that some elements recede and others advance

RULE #9: FIGHT THE FLATNESS

Know what your colors will do when you combine them and what those colors may mean to your audience

Color carries abundant meaning

Color aff ects visual hierarchy

You don’t always need to choose expected colors

RULE #10: PICK COLORS ON PURPOSE

Color is exciting, but too many colors can overwhelm the viewer

A simple color palette is often more eff ective

A use of a single color can be dramatic and make a big impact

RULE #11: LESS COLOR IS MORE

Make sure you use a range of dark and light

Concentrate on areas of extreme dark and light; create explosions of luminosity

Make noticeable distinctions in value

RULE #12: MASTER THE DARK AND THE LIGHT

Type that cannot be read has no purpose

Typography should be expressive, visually inventive and work within your piece, but it still must transmit information

Choose typefaces that aid legibility, use text size your grandmother could read, and watch out for weird colors that may make the type illegible

RULE #13: TYPE IS ONLY TYPE WHEN IT’S FRIENDLY

Choose typefaces for a specific purpose

A change in typeface usually indicates a change in function

Too many typefaces are distracting

RULE #14: USE TWO (OR THREE) TYPEFACE FAMILIES MAXIMUM

Type is visual material as much as images are

The type must relate to the other elements of your design and further the tone, message, or narrative of the design

Don’t blandly separate type from image, work it into your design

RULE #15: TREAT TYPE AS YOU WOULD IMAGE

Be conscious of how much information is conveyed by the text. You don’t need to show the same information. Instead, show what the text is relaying in a creative way

Text and image should complement one another and push one another to a greater meaning and understanding.

RULE #16: AVOID REDUNDANT REDUNDANCIES

If your options are limited, consider them all

Try not to rely on whatever exists even though it may be cheaper

Beware of stock images, very often an original solution is no further away then dots, lines, or an abstract shape

Inventing images from scratch will help you connect your unique message to your audience

RULE #17: CREATE IMAGES-DON’T SCAVENGE

It is great to be inspired by past design, but do not reproduce a particular period style just because it looks cool

Learn from others, but ultimately do your own work

Remember that all great designers work within the context of their era but push the boundaries as well. Those designers you admire were not merely copying older designers. If you really want to be like your favorite designer, stick to your own unique style so that one day, someone will want to copy your work, just like you want to copy theirs.

RULE #18: LOOK TO HISTORY BUT DON’T REPEAT IT

People in the present respond to what is cool and hip right now.

Forget being trendy. Design around meaning, not current styles

Who knows, maybe your design style could be the next big thing!

RULE #19: IGNORE FASHION

Place material on the page with confidence, using your eye as your guide

Make things look the way you intend

Decisiveness makes for a convincing impression

RULE #20: BE DECISIVE: DO IT ON PURPOSE, OR NOT AT ALL