- Use a lot of white space to create a calm and clear design.
- Less is more: remove any unnecessary clutter and superfluous visual information.
- Use size, colour, contrast, proximity, alignment, white space or any means to help users understand our information effortlessly.
- Use typography as an element in your layout to drive focus to your message.
- Use examples from every part of the expression scale for a dynamic design.
- Don’t use stock photos.
- Do not use b/w photography (unless it serves a historical purpose).
- Never use coloured filters (or any other filters) on top of imagery.
- Never place a coloured overlay on imagery.
