These core rules for graphic work cover layout, color, type, and feedback to keep work clear, readable, and client-ready.
Clients hire designers to make messages land at a glance. That happens when pages and screens read clean, color choices help meaning, type is set with care, and the final files ship without surprises. This guide lays out plain rules you can use on logos, posters, web pages, slide decks, and ads. You’ll see what to do, what to avoid, and why each move matters.
Practical Do’s And Don’ts In Visual Design
Think of the craft as a chain: brief → concept → structure → styling → proofing → delivery. Strength comes from hitting each link with intent. Use the quick table below as your early filter, then dig into the sections that follow.
Quick Rules At A Glance
| Area | Do | Don’t |
|---|---|---|
| Brief | Write the single goal in one sentence | Start work with a fuzzy ask |
| Hierarchy | Make one element the star per view | Give everything equal weight |
| Grid | Pick a grid and stick to it | Shift columns by eye alone |
| Type | Use two faces max with clear roles | Mix many styles with no plan |
| Spacing | Set consistent spacing tokens | Guess padding on each block |
| Color | Check contrast for legibility | Place light text on light images |
| Images | Use sharp, licensed assets | Stretch or crop faces awkwardly |
| Copy | Write short, concrete lines | Fill space with vague claims |
| Proof | Print or preview at real size | Approve from a tiny thumbnail |
| Handoff | Export clean, labeled files | Ship a messy folder with duplicates |
Set The Brief And Success Criteria
Write the job’s single outcome in one line: what should the viewer do next? Add two constraints that shape choices, such as audience and medium. With that in place, list three measurable checks: a scan test, a contrast pass, and a file-size goal. Keep this note beside you while you work. It guards scope and guides trade-offs.
Build A Strong Visual Hierarchy
Readers scan. Lead with a clear entry point, then guide the eye with size, weight, and placement. One headline, one helper line, and one action button beat five similar blocks. Use size jumps, not tiny nudges, so the order is obvious. White space is part of the system; it creates rhythm and breath between groups.
Pick A Grid And Keep It
Choose a column count that fits the medium. Posters can run wide columns; mobile screens need tighter ones. Set fixed gutters and margins. Align edges across sections. A tidy grid makes layouts look polished even with simple parts.
Choose Type That Serves The Message
Set roles first: headlines, body, captions, UI labels. Two families are plenty—one for headings, one for body. Adjust tracking and leading for the medium. Long lines slow reading; short lines feel choppy. A range of 45–75 characters per line for body text reads well on most screens and pages. Build a type scale with clear steps so headings don’t sit too near in size to body copy.
Kerning, Rags, And Hyphenation
Fix obvious letter gaps in large words, especially in logos and headlines. Keep a clean rag on ragged text—no deep notches along the right edge. Limit hyphenation in long paragraphs and avoid it in short labels.
Color Choices That Read Clean
Color carries brand and meaning, but legibility wins. Pair text and background shades that pass contrast checks. Body text usually needs darker tones on light grounds or the reverse. If type sits on an image, add a soft overlay or pick a calm corner of the image. When you assign status colors, back them up with icons or text so meaning isn’t lost for those who can’t see hue shifts.
Meet Contrast Standards
Text needs enough contrast to be readable. The WCAG contrast minimum calls for 4.5:1 for normal text and 3:1 for larger text, which keeps content legible across screens and light conditions. Use a contrast checker or design tool plug-in while you work to catch low-contrast pairs early.
Use Images And Icons With Purpose
Pictures should clarify, not decorate. Pick high-resolution assets sized for the output. Keep faces natural—no extreme crops, squashes, or stretched edges. When an image conveys meaning on digital work, write concise alt text that matches the message, guided by W3C’s alternative text tutorial. For icon sets, stick to one stroke weight and corner radius, and align pixel grids to prevent blurry edges.
Spacing, Rhythm, And Balance
Set spacing tokens early (4, 8, 12, 16, 24…). Use them for paddings, gaps, and margins. Repeat patterns so sections feel related. Pair dense areas with open areas to avoid a cluttered field. Balance weight across the page so one side doesn’t feel heavy unless you mean it to be. When in doubt, remove elements and see if the message still lands.
Copy That Works With Design
Clean copy makes layouts shine. Write short headings that promise value in plain words. Keep body text tight and specific. Replace filler with facts, benefits, and next steps. Break long lists into groups of three to five items. Keep button labels short verbs. Avoid jargon that slows reading.
Make Components Consistent
Buttons, cards, and forms should feel related across screens and sizes. Define states: default, hover, active, disabled, and error. Match shadows, borders, and corner radii. Give icons and text fixed alignment rules. Consistency reduces cognitive load and builds trust in the brand.
Test With Real Context
Preview at output size on the device or paper you expect. Step back and do a three-second scan. Can you name the message and the action? Next, check small text on low-quality screens or dim light. Then print a draft if the work will be printed; colors and spacing shift on paper.
Ethics, Credit, And Licensing
Design carries responsibility: use licensed assets, credit sources when required, and avoid misleading edits. When you present work, be clear about mockups versus real screens. For a shared baseline on conduct, see the AIGA standards of practice. Clear ethics keep client trust and protect your reputation.
Common Pitfalls And Fixes
Many problems repeat across projects. Spot them fast with this list and route to the matching fix. You’ll save hours in revisions and avoid rework near deadline.
Layout And Hierarchy
Too many focal points. Pick one star per screen or page. Drop competing highlights and push secondary content down the scale. Busy backgrounds under text. Add an overlay, move the text, or swap the image. Misaligned elements. Turn on your grid and snap everything to it. If one card needs a special case, adjust the component for all cards so the system stays coherent.
Type And Readability
Tiny body text. Raise the base size and line height for comfort. Long line lengths. Narrow columns or increase font size. Random font changes. Lock a type ramp and stick to it. Weak contrast. Strengthen text color or shift the background tone until the pair passes a contrast check.
Color And Brand
Color use with no logic. Assign meaning: actions, feedback, categories. Document the palette with usage notes. Clashing hues. Use neutral grays to separate bold colors. Too many tints. Cap the number of steps per hue to keep the system stable.
Workflow That Protects Quality
Great outcomes follow a steady process. Start with thumbnails. Move to rough wireframes to nail hierarchy and spacing. Add type and color once the structure reads right. Build components, then apply them across screens. Keep a parking lot layer for ideas you cut; you can revive them later without wrecking your file.
Proofing Checklist
- Headlines read clean at arm’s length
- Body copy sits in the target line length range
- Contrast meets standards across all text sizes
- Buttons and links look clickable and have clear labels
- Images are sharp and licensed; credits included where required
- Brand colors and typefaces match the latest kit
- Exported files pass a real-device check
File Setup, Export, And Handoff
Set naming rules: project-area_version.ext. Keep layers labeled and grouped. Remove unused swatches and styles before export. For raster exports, match pixel density to output; for vector work, expand strokes only if the printer requests it. Add a readme or cover artboard with usage notes, color values, and type specs so partners can produce consistent assets.
Design For Access From The Start
Legible type, clear contrast, alt text, and predictable controls help everyone. Avoid tiny tap targets. Keep link styles distinct from body text. When in doubt, test with a keyboard on web work and with screen zoom on mobile. Small moves like these raise reach and reduce support requests.
Case-Free Mini Guides
Sometimes you just need numbers and ranges. Use the table below as a compact reference. Tune values to your brand and medium, then lock them into your design system.
Typography And Spacing Benchmarks
| Item | Recommended Range | Notes |
|---|---|---|
| Body Size | 16–18 px web, 9–11 pt print | Adjust per typeface x-height |
| Line Height | 1.4–1.6 body; 1.1–1.3 headings | Longer lines need taller leading |
| Line Length | 45–75 characters | Shorter on small screens |
| Heading Steps | Major third or perfect fourth scale | Keep clear size jumps |
| Spacing Tokens | 4/8/12/16/24/32 px | Apply across gaps and paddings |
| Contrast | 4.5:1 body, 3:1 large text | Check pairs during design |
| Tap Targets | 44×44 px minimum | Leave clear padding around |
Handling Feedback And Revisions
Ask reviewers to comment on goals first, then layout, then styling. Share two or three routes, not ten. Each route should show clear choices in hierarchy and type, not small tweaks. When feedback conflicts, go back to the brief and the success checks you wrote at the start. That keeps the review on track and reduces taste-based loops.
Present Work With Clarity
Show each concept on clean boards. Label screens or pages. Add short notes that point to the big moves: where the eye starts, how the grid works, why color choices support meaning. Avoid long essays on slides. Let the work do the talking and keep time for questions.
Production And Print Tips
For print, set correct bleeds and safe areas. Convert spot colors or keep them, based on the press run. Request paper dummies to see thickness and fold behavior. For rich blacks, use a balanced mix that your printer approves. Proof on the press if the budget allows, since ambient light and ink gain change results.
Digital Delivery Tips
Export only the sizes and formats the platform needs. Compress images with care to keep detail while meeting load goals. Supply SVGs for logos and icons when possible. Provide both light and dark assets if the product supports mode switching. Document spacing around marks so partners can place logos without visual crowding.
Style Guide Starter Kit
Don’t wait for a giant brand book. A one-page guide beats no guide. Include color values in HEX and CMYK, type families and sizes, grid specs, spacing tokens, button styles, and icon rules. Add do/don’t visual notes so partners can mimic the style without guessing. Revisit the guide after a few launches and trim anything that didn’t earn its keep.
Your Next Steps
Pick one active project and run it through this checklist: write the one-line goal, pick a grid, set a type ramp, test contrast, and preview at real size. Clean spacing with tokens, align assets to the grid, and export a tight package with notes. Small, steady habits turn into reliable results and fewer redo cycles.