"20 rules of good design" article.

3 rules which are most important: 

- be decisive; design with a purpose (don't just fill space aimlessly)

- have a concept

- speak with one visual voice (cohesive design)

3 rules to practice more often:

- communicate don't decorate (use economy-less is more)

- measure with your eyes (step back and look at work)

- treat type as image (it is just as important)

3 rules to ignore:

- pick colors purposefully (clearly! this should be obvious decision)

- ignore fashion

- distribute light & dark