Journal Entry 3

reading: Twenty Rules for Making Good Design

1. Have a concept
2. Communicate - don't decorate
3. Speak with one visual voice
4. Use two typeface families maximum. Ok, maybe three.
5. Use the one-two punch!
6. Pick color on purpose.
7. If you can do it with less, then do it.
8. Negative space is magical - Create it, don't just fill it up!
9. Treat the type as image, as though it's just as important.
10. Type is only type when it's friendly
11. Be universal; remember that it's not about you.
12. Squish and separate
13. Distribute light and dark like firecrackers and the rising sun.
14. Be decisive. Do it on purpose - or don't do it at all.
15. Measure with you eyes: design is visual
16. Create Images- don't scavenge.
17. Ignore fasion. Seriously.
18. Move it! Static equals dull.
19. Look to history, but don't repeat it.
20. Symmetry is the ultimate evil.

To me, I think the three most important rules are Having a Concept, Communicating, and Being Decisive. Without a concept, design can lack so much; a message, an idea, a story. Without a concept, there is no communication. You can't just rely on piecing random parts together to achieve a whole; there has to be a thought process behind it, or you can't really call it design. It's being able to take an idea and develop it with conviction that leads to successful design. If you know and understand what you want—you understand the visual material you're working with— there shouldn't be a problem communicating that to an audience. If something feels off, others will be able to see.

These are also three things I would like to improve on for myself, especially being decisive. I seem to find myself wanting change when I get started on a project. Rather than developing and refining, I'm re-doing. I think design would be easier for me if I focus more on the direction I want to go in, rather than moving in multiple directions.

If I were to ignore any of these, I think symmetry and and speaking with one visual voice would be two of them. I don't think symmetry is evil. At times, symmetry can be beautiful. The simple nature of symmetry can be elegant, calming and visually pleasing. It just depends on what is being worked on. As for speaking with one visual voice...I think it depends are the circumstance. Audience is key. I believe it's possible to design and speak multiple voices, especially if the goal of ones design is to reach various audiences. Of course, being able to speak with one clear voice is just as important if there's a specific target audience.


on a side note in regards to rule 19. Look to history, but don't repeat it...it made me think of a quote by Jim Jarmush:

"Nothing is original. Steal from anywhere that resonates with inspiration or fuels your imagination. Devour old films, new films, music, books, paintings, photographs, poems, dreams, random conversations, architecture, bridges, street signs, trees, clouds, bodies of water, light and shadows. Select only things to steal from that speak directly to your soul. If you do this, your work (and theft) will be authentic. Authenticity is invaluable; originality is nonexistent. And don’t bother concealing your thievery—celebrate it if you feel like it. In any case, always remember what Jean-Luc Godard said: “It’s not where you take things from—it’s where you take them to."