For Designers

As you work on putting together your direct mail piece, one designer shares his rules. Some of them may be valid for you, others maybe not. We just want to get you started.

From: Design Elements: A Graphic Style Manual by Timothy Samara

  1. Have a concept
  2. Communicate don’t decorate
  3. Speak with one visual voice
  4. Use two typefaces maximum
  5. Show one thing first
  6. Pick colors on purpose
  7. If you can do more with less, do it.
  8. Negative space is magical
  9. Treat type as image
  10. Keep type friendly
  11. Be universal, it’s not about you
  12. Squish and separate: create rhythms in density and openness
  13. Firecrackers and rising sun: distribute light and dark
  14. Be decisive
  15. Measure with your eyes
  16. Make what you need; don’t scavenge
  17. Ignore fashion
  18. Move it! Static equals dull
  19. Look to history, but don’t repeat it
  20. Symmetry is not good

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