
Twenty
Rules f
Workin
Designe
012
013
Have a concept.
You need to begin with an idea. It may be very
neutral
—
“It’s important to organize this
information to be quietly navigable”
—
or it
may be creatively contrived
—
“These biscuits
will seem more delicious if they appear to
be made by elves.” No idea? No design.
Communicate; don’t decorate.
Form, it is often said (not often enough, lately)
follows function. That means two things.
First, every dot, line, texture, shape, color, and
image should be related to the concept that
must be conveyed (see rule no. 1). Second, each
of these forms should add to the concept. If
the form is there solely because you think it’s ...