Design Elements

Twenty rules for making good design

From Design Element, A Graphic Style Manual, by Timothy Samara.

• Have concept.
• Communicate – don't decorate.
• Speak with one visual voice.
• Use two typeface families maximum. OK, maybe three.
• Use the one-two punch!
• Pick colors on purpose.
• If you can do it with less, then do it.
• Negative space is magical – create it, don't just fill it up!
• Treat type as image, as though it's just as important.
• Type is only type when it's friendly.
• Be universal; remember that it's not about you.
• Squish and separate.
• Distribute light and dark like firecrackers and the rising sun.
• Be decisive. Do it on purpose – or don't do it at all.
• Measure with your eyes: design is visual.
• Create images – don't scavenge.
• Ignore fashion. Seriously.
• Move it! Static equals dull.
• Look to history, but don't repeat it.
• Symmetry is the ultimate evil.
• Rules can be broken – but never ignored.