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Communicate-don't decorate |
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Speak with one visual voice |
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Use two typeface families maximum!...OK, maybe three |
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Definition
Use two fonts max, for a change in meaning |
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Focus on 1 important thing then lead through rest |
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If you can do it with less, then do it |
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Negative space is magical - Create it, don't just fill it up! |
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Treat the types as image, as through it's just as important. |
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Definition
Use type as an image if possible |
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Type is only type when it's friendly. |
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Be universal; remember that it's not about you. |
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Don't design for yourself, do it for the task |
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Definition
Create contrast in density |
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Distribute light and dark like firecrackers and the rising sun. |
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Make distinction between light and dark noticeable and clear. |
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Be decisive. Do it on purpose - or don't do it at all. |
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Place visual material with confidence. |
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Measure with your eyes: design is visual. |
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Make it look the way it should. |
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Create Images-don't scavenge. |
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Ignore Fashion. Seriously. |
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Definition
Design for the meaning, not current art. |
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Move it! Static equals dull. |
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Look to history, but don't repeat it. |
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