10 rules for making good design

(1) Communicate — don't decorate.

(2) Speak with a visual voice.

(3) Use two typeface families maximum. OK, maybe three.

(4) Pick colors on purpose.

(5) If you can do it with less, then do it.

(6) Negative space is magical — create it, don't just fill it up!

(7) Treat the type as image, as though it's just as important.

(8) Be universal; remember that it's not about you.

(9) Be decisive. Do it on purpose — or don't do it at all.

(10) Symmetry is the ultimate evil.

Number 3 (Type). Remember that even within one family there is lots of variation possible (e.g., regular, light, ultra light, narrow, italic, bold, extra bold, and so on depending on the typeface), so consider even working with just one professional typeface family for a project and see what you can do. I have a preference for san serif typefaces but a combination can work well too in display type (such as Apple using Helvetica and Apple Garamond together).

Number 10 (Symmetry). OK, symmetry isn't evil, in fact it can be quite beautiful, and calming, (or serious, etc.). But symmetry can also be rather dull and predictable. Asymmetrical designs are more dynamic generally and can allow for a bit more freedom of expression. I have a thing for asymmetry myself (maybe because my nose is crooked from playing American football). The Zen aesthetic is all about asymmetry as well (Fukinsei 不均斉).