My Rules of Graphic Design

I’ve been in the design business for a long time. And in that time, I’ve developed a list of incontrovertible design “truths” which help guide my decisions. There is a tongue-in-cheek approach to some of these, so bring your sense of humor. Enjoy.

1. Before you can break the rules of graphic design, you must first know the rules of graphic design.

2. Microsoft Word is not a graphic design program.

3. The greatest obstacle to an effective campaign is usually the client.

4. Always build in a little extra safety time when determining project deadlines; just in case something goes wrong or breaks.

5. Before a designer can do his job he needs all the pertinent information up front; reverse engineering a project never produces a good result.

6. Any advertisement will be successful as long as you give away a free tool set.

7. Never use script or calligraphic fonts in ALL CAPS.

8. Microsoft Excel is not a graphic design program.

9. There is no point-and-click solution to good graphic design.

10. Photoshop is not a verb.

11. The death penalty should be enacted for those designers who use the following fonts:

• Ad Lib
• Algerian
• Brush Script
• Comic Sans
• Exotic
• Lucida Calligraphy
• Monotype Corsiva
• Mistral
• Papyrus
• Park Avenue
• University
• Zapf Calligraphy

12. Never mess with a client who tosses his own dick salad.

13. Adobe does not yet include a talent filter in any of its programs that will miraculously make a bad design, good.

14. Microsoft PowerPoint is not a graphic design program.

15. Images pulled off of the Internet DO NOT work in print.

16. The client isn’t always right, and when he’s wrong its always going to be the designer’s fault.

17. Clipart is evil.

18. Clipart is your best friend.

19. The best computer for the job is the one that is working when you really need it.

20. Camera-ready art that is built to the exact specifications is good; camera-ready artwork that is scanned off an inkjet printout and faxed to you is bad.

21. Microsoft Publisher is the most dangerous piece of software in existence.

22. When you find a good print house, keep it.

23. Develop good relationships with other designers who work in other specialty areas; it always comes in handy in a pinch when looking for artwork or logos.

24. Never be satisfied with your current level of expertise; always look for ways to improve your talents and understanding of design.

25. Don’t just know how to use one program, know as many as possible.

26. Learn good time management skills.

27. Educate the client whenever possible.

28. Don’t get too defensive about creative feedback. Be able to offer solid reasons for your design decisions and be prepared to offer alternative suggestions as a compromise.

29. There is always a way to make a good layout, better.

30. A starburst is a method for poor designers to draw attention to the copy points that should have been addressed through better layout.

31. Never blindly trust a file sent to you by another designer unless you truly trust the designer.

32. The designer that doesn’t keep up with current technology won’t be a designer for long.

33. Always pay attention to changing design trends.

34. You will find yourself identifying typefaces on billboards as you drive down the interstate (Note: This will drive your family and friends nuts).

35. No one but designers and artists will ever truly understand the creative process.

36. Just because you have a computer and a program does not automatically mean that you are a graphic designer.

37. Only production artists and bosses seem to have 9-5 workdays.

38. No matter how many hours you work, make sure you set aside enough time to let your creative mind recharge.

39. A solid marketing plan can help poor creative. Good creative will never help a poor marketing plan.

40. Never underestimate the importance of being able bullshit.

41. A good designer needs to know how to fix his own computer.

42. A good designer can be effective without wearing shoes, but not without wearing socks (this is one of those deep, philosophical statements).

43. Always keep a good digital camera handy. You never know when you’ll need to stage an impromptu photo shoot.

44. The creative mind works best when it works uninterrupted.

45. Dirty balls suck. Go optical.

46. The bigger the size of the project, the less it should say (in reference to copy on billboards, banners and posters).

47. Keep the Bevel and Emboss layer effects in Photoshop to a minimum.

48. You don’t have to have formal training in graphic design to be successful, but it sure does help.

49. Take whatever steps are necessary to get the creative juices flowing.

50. More often than not, you can’t fix it in post.

51. Get the client to sign off on everything before doing any printing or production.

52. That which doesn’t kill you will only try harder the next time.

53. If in doubt, talk to the printer.

54. The key to defending yourself against backseat designers: Back up your chair suddenly.

55. Changing the keyboard layout on your fellow designer’s computer is a great way to break up the monotony of a stressful workday.

56. In advertising, sex sells. In graphic design, sex usually means you’re hogging up all the bandwidth and have a sticky keyboard.

57. Never be afraid to push the limits of good taste (case in point, rule #56).

58. Never accept less for a job than you believe your time and effort is worth and get it in writing.

59. A good designer is thinking at least five steps ahead of the step he’s currently on.

60. Never be afraid to walk away from a design and start over.

61. There is always a designer who is better at what you do than you.

62. Your creative vision and talents will always be questioned by others. How you deal with it determines how successful you are in this business.

63. You are replaceable.

64. A designer has a short period of time to be relevant. Eventually our ideas and style become outdated.

65. Immortality is achieved through hard work, innovative ideas, professional results and the ability to teach those who come after you.

66. In life, imitation is a sincere form of flattery, in marketing it’s called copyright infringement.

67. Graphic design is the only industry where copying the work of another is not only tolerated, it’s an acceptable way to grow your understanding of design and learn new concepts.

68. Any design tool –be it hardware or software – is only as good as the artist who uses it.

69. Don’t blame the spell checker for your never having learned the difference between there, their and they’re; your and you’re; lose and loose; and to and too.

70. Holding up the process to prove that you are right can lead you right to the unemployment line.

71. Nostalgia is a powerful marketing tool.

72. Under promise and over deliver.

73. Be humble in the face of praise … and adversity.

74. An employer faced with keeping an exceptional designer who misses deadlines or a good designer who hits his deadlines will keep the one who delivers on schedule.

75. Talent can help land a job. Performance builds a career.

76. Any amount of success in this business also brings a proportionate amount of emotional scarring.

77. No matter how busy things seem; no matter how much work you have to get done; no matter how impossible the deadlines seem, just keep your head down and attention focused and take it one step at a time. Things will get done.