visual design DO'S & DON'TS

dmediaproject.stanford.edu : 04_21_09 10:48am PT

contributors
dave baggeroer
andreas braendhaugen
charlotte burgess-auburn
rachelle doorley
scott doorley
carly geehr
bjoern hartmann
alex ko
tom maiorana
maryanna rogers
scott withofft
 visual design DO's

Do Iterate.
Try a concept for 5 minute. Save it. Then do another concept that's as different from that one as possible. Do
this three times and see which one is best. It's a Graphic Design equivalent of prototyping. You should use a
timer and be really strict about the time limits.

Do Start on paper.
It's much easier to quickly think through concepts before getting on the computer. * sketch layout
thumbnails on paper before delving into illustrator/indesign

Do Think About Relationships.

There's an implicit line between all the elements of the page which gives cues to hierarchy. If edges line up,
think about why, and if that makes sense. If edges of elements don't line up, make sure 1) it's clear that they
aren't supposed to line up. 2) the way they don't line up makes sense.

Do Consider Theme and Variation.

Your design should have a coherent overall theme (a.k.a. a limited design vocabulary (colors, fonts,
shapes, etc.)) but should have enough difference between elements (via variation) to hold a viewer's
interest.

Do Design in Black and White.

It'll help you sort out the relationships before you bring color into the situation. When prototyping visually
(especially for composition), constrain your variables. Start off with black and white -> shades of grey ->
color

Do Communicate Clearly Through Visuals.

The purpose of graphic design is to make the message telepathically perceptible, without reading the text.

Do Use Helvetica.
If in doubt, use Helvetica. It's a neutral font, but it won't get you into trouble. No one will know if you know
what you are doing or not.
Do go for big changes.
Unless you are designing a web page, use at least 4pts between font sizes. 12, 16, 24, 36pt. They are
standards for a reason. Most people won't see the difference between 12 and 13 and it'll just look like a
mistake.

Do Be Conscious of Competing Elements.

The purpose of collage is to clarify, not muddy. Layered text and images should be handled accordingly.

Do Borrow.
Look at other work you admire and rip it off.

Do Get physical.
I've used acrylic rectangles to help communicate Graphic design principals. http://www.kickerstudio.com/
blog/2009/02/getting-flexible-and-physical-at-design-workshops/

Do Shoot RAW.
Shoot all your digital photos RAW and white balance in software afterwards.

Do Use Grids.
Use guides in photoshop/illustrator/indesign to set up your own grid system.

Do Learn From The Masters.

Read bringhurst's elements of typographic style for any question about typography.

Do Reflect.
Do/make whatever it is and pause, returning to the work after a taking a contextual break.

Do Proofread.
If there is any text involved, proofread it; get someone else to look it over as well. if it is paper-based, print it
out and mark on it by hand; this has never come off as a "waste of paper" in my opinion.

Do The Opposite.
Invert colors to their complements every once in a while for a fresh perspective.

Do Align Your Text Intentionally.

Centering isn't always the answer, and right- or left- aligned can be very powerful.

Do Choose Your Presentation Mechanism Thoughtfully.

To most people digital tools give the feeling of completeness. most people cannot see digital output (e.g.
Illustrator, cad renderings etc.) as a rough sketch or prototype. This can be used to your advantage or
disadvantage.

Do Pay Attention to Context.

Context matters...A LOT (insert duchamp urinal in Louvre)

Do Use the Rule of Thirds.

When all else fails, return to the rule of thirds.

Do Trust Your Eye.

Perspective: If it looks right it is right.

Do Be thoughtful about the tool you use.

The tool you think in will effect the way you think. Use more then one tool.
Do Trace!
Tracing is nothing to be ashamed of

Do Leave Things Out.

"Listen Carefully to What You Can Leave Out" - Miles Davis

Do Be Purposeful.
Every project has a purpose. Your trying to tell me, persuade me, show me something. Every element in a
design should serve that purpose.

Do Pay Attention to the Details.

Small details matter. Audiences/users often can't or don't articulate the details. But they saw them and they
contributed to success or failure of the overall piece.

Do Change Your Perspective.

Walk away from the design for awhile and then come back to it with fresher eyes.
Hang a copy of the design on the wall and, ideally, look at its reflection in the mirror.
Step back from your work often and view it from a distance. That's how your audience is going to see it.
Squint.

Do Be Economical.
"Less is more" - Ludwig Mies van der Rohe
 visual design DON'Ts

Don't try to hard.

Throwing dropshadows and all sorts of Photoshop filters on everything is graphic design equivalent of a fat
guy in spandex biker shorts and neon. You should only go for that look if you can pull it off. Much better to
keep it simple. - Just because you can doesn't mean you should (e.g Photoshop Filters)

Don't mix serif and sans-serif fonts.

Never artificially skinny-up fonts. Only use narrow versions.

Don't Over Do it.

Don't Overuse Boxes.
Don't go crazy with the animations, k? transitions are usually just obnoxious.
your presentation should be equally as powerful as a .pdf

Don't use too many graphics.

Go for fewer, more powerful images.

Don't Use Hokey Fonts.

Don't use comic sans, papyrus or any other hokey font unless you are doing it with clear purpose and intent.
For god's sake, don't use comic sans! Don't use comic sans. ever. seriously.

Don't Overuse Strong Colors.

Red is a special color that attracts the eye first. use it with clear intent.

Don't Forget About Spot Colors.

They look much nicer than cmyk on large flat areas of color.

Don't Exercise Economy.

"Less is a bore" - Robert Venturi