1. Create disharmony to draw attention
   • In my designs, if I am going to use chaos it needs to be for the purpose of drawing the eye to something that is outside of the chaos
2. Multiple type faces can be used when there is a purpose for it
   • When I am presented with a design opportunity where I need to use multiple fonts, I need to be purposeful in my font choice and look at how all of the fonts work together to communicate my message.
3. Sometimes it is necessary to pick colors that are unexpected
   • My job is to grab the attention of the audience and being aware of how choosing unexpected colors can grab attention more effectively will allow me to become a more successful designer as I walk through the design process.
4. Never break the rule of negative space
   • Using negative space is so important that the rule can not be broken.  In my design process, I need to be aware that a good design will always use negative space.
5. Words do not always need to be involved in the picture
   • Depending on the information being communicated my design may or may not need to have the words directly in contact with the picture.
6. Type does not always need to be friendly as long as it is communicating your message well
   • Using only friendly designs can hinder the design process by creating a rule that only allows for the expected to be done and hindering new creative expressions.
7. If squish and separate is not being used then there should be rhythmic movement
   • When I am designing squish and separate is helpful when it used with negative space but if it is not being used there should still be a rhythm and purpose to the design.
8. Complexity without a clear purpose can become more engaging
   • When there is no clear purpose in the design process, it may cause confusion in the audience which may or may not lead to the audience seeking to find out more in the design.
9. Mathematical elements can be necessary
   • Using rulers and measurements in the design process is not bad and can be extremely helpful when doing geometric or pattern designs.
10. Occasionally being trendy can be beneficial
    • When designs are being used for short term purposes or to gain the attention of a particular audience for a season then being trendy can be beneficial for communicating a message.

1. A grid can be organic
   • In my design process, I want to learn how to use a grid for order but also so I can create organic forms that break out of the grid
2. The width and height of columns varies based on what the designer believes looks the best
   • As a designer, I need to be aware that as I make changes throughout the design process that if I believe something does not look good it probably does not look good.  When making columns, I need to use creative freedom to make it look appealing to an audience
3. Grids can be combined to create certain looks
   • The design process needs to include outside of the box thinking where I understand how to combine different grids to serve a particular purpose
4. Grids guide the placement of images
   • Even if there are no images in place, creating a grid that provides an idea of where images will go allows for more efficiency and can result in a better design.
5. How columns interact with text and negative space is important
   • Pay attention to how negative space draws attention to certain bodies of text within a grid compared to other bodies of text
6. Do not let the grid confine the design
   • The grid is a helpful tool to create a platform for the layout but a dull design will be created if you stick to the confinements of the grid.
7. Rearranging the position of information can create an unexpected connection between two pieces of information
   • The design process needs to include placing information in unexpected places with unexpected layouts if it will help to communicate the information more efficiently
8. Text can be laid out to reflect a particular item or concept
   • Grids are a helpful tool but text can also be laid out in unique ways that completely break the outline of the grid
9. Be careful when combining text and images
   • I need to make sure that when I am using text on an image that it is complimenting the message the image is portraying
10. Square images limit text to either being a part of the image, separate from the image, or a mixture of both
    • I need to understand that when I integrate text with a square image that where I place the text communicates different messages.

1. The different densities of type makes it easier to identify proper spacing
   • While I am designing I want to pay more attention to why certain letter look better together and how I can use it to my advantage when making a design
2. The size of a typeface appears different depending on the relationship between the size of the capital letters and the size of the lower case letters
   • In the design process, I want to identify why fonts the same size seem bigger or smaller and how that changes the way two fonts work together.
3. Picking a typeface often comes down to the designers gut decision
   • I need to learn to understand that typeface relies more on my gut idea rather than on an exact science.  As I design, I want to observe why I think certain type faces work better than others and why I am drawn to particular typefaces.
4. Contrast between typefaces should be recognizable
   • I often struggle to find typefaces that work well together.  As I design, I want to be careful to use different font for the purpose of creating contrast by choosing fonts that are not extremely similar to each other.
5. Having paragraphs aligned left is preferred
   • When using paragraphs in my design, I want to change how I view the paragraph.  The ripples that are created from the left aligned paragraph because they are organic.
6. Changing the width and size of the text can make the overall look of a paragraph more appealing.
   • I will often change a typeface because I do not like the way it looks in a paragraph.  However, I want to be more intentional on taking the type to change the width and size between lines and words to adjust the overall look of the paragraph.
7. Always put more space between italicized words
   • Italicized words are written differently and therefore they also need to be spaced different.  I need to pay more attention to the details when I design and change the spacing between italicized words so that they are easier to read.
8. Heavy type seems closer than thin type which seems to recede.
   • Different typefaces communicate multiple ideas.  As I design, I need to identify the multiple ideas that typeface is communicating and how it changes based on how closer the viewer feels towards the typeface.
9. Changing the size, width, and weight of words can create clarity while also communicating the message effectively
   • Using size, width, and weight instead of using different fonts in a type family can emphasize words differently when I design.
10. Changing the space between words can change the way certain words are emphasized.
    • I can use space to highlight importance in my design where more space creates a higher importance.  In the design process, I want to change how I use space to change the way words are interpreted in my design.

1. Color is subjective – How we see colors is the same but every person has a unique perspective of different colors.  As a designer, I want to be careful to notice that the colors I choose help communicate but that my intended meaning can be altered by the viewers perspective of my design.
2. Temperature – Colors can change temperature based on the color they are in relationship with.  It is my job during the design process, to understand how the colors I put together can change the feeling or temperature that is given from that color.
3. Hue Relationships – The hue changes how people view an image due to how close or how far the colors are from each other on the color wheel.  The hue is what will allow me to create contrast or similarities in my design.
4. Colors are active – The temperature of colors changes the way the object seems to move on the page.  The warm colors show advancement while the cool color show receding.
5. Colors identify sections – Similar to typography, colors can be used to show different sections of the image.  It is important that as I design I remember to be intentional in my placement of colors and how the work in relationship to each other to form different sections.
6. Color Proportioning – The color has to always be in unity with each other.  Each of my design should have a consistent color pallet that has colors the work together well for what I am trying to communicate.
7. Limited Color Systems – Being minimal in the amount of colors I choose to incorporate into my design can sometimes help communicate my message more efficiently than using a lot of colors.  This is especially helpful when my designs are for branding and I am designing for the purpose of creating an image for a company.
8. Color and the Verbal Message – Words can get meaning not only for the symbolize they carry but also because of the color used to write the letters.  Every aspect in my design matters.  There are always multiple aspects working together to create the design.
9. Color Psychology and personal experience – Each person has a unique personal experience that causes them to experience color in unique ways.  Color can spark past emotion and memories.  This is why it is always important for me to understand my audience as a designer.
10. Color changes meaning – The same image in a different color can create a whole new meaning.  Color is so strongly attached to emotion that it is important for me to identify how my colors may or may not provoke emotion in my target audience.

1. Use the figure/ ground relationship to change the degree of activity in the design
   • During my design process, I want to work on taking the time to move shapes and objects around to make both simple and complex images.  I want to practice using space and size to change the degree of activity in my design.
2. Interaction between shapes creates unique relationships
   • Rather than having shapes separated from each other, I want to try and connect shapes to help communicate my message.  I need to pay attention to how certain shapes interact together and how it influences the overall image.
3. Using proportional systems to create relationships between shapes
   • I want to use proportional systems to create shapes but understand where the balance is between my image being proportional and static or proportional and dynamic.
4. Creating contrast/”tension” with shapes
   • As I am designing, I want to work on creating tension with shapes rather than just with colors.  I want to use triangles, squares, and circles that interact with each other and create a dynamic image.
5. Breaking space to create a dynamic interaction between positive and negative space
   • Using both small and large images I want to use positive space that interacts with the negative space. As I go through the design process, I want to find the best form of interaction that communicates my message.
6. Arranging forms to create meaning
   • I want to use the arrangement of shapes and images to create movement. Specifically, I want to focus on using distance between images on the y, x, and z axis.
7. Activating space by not blocking the movement of the eye
   • As I create my designs, I want to make sure that I easily draw my viewer’s eyes to the focus without blocking movement by my placement of lines and shapes. I want to work on using lines to create movement rather than to block the movement of the image.
8. Creating emphasis through clustering
   • Rather than using color and size to create emphasis, I want to practice creating focus points by shortening the distance between shapes and images in my design. I want to use negative space to draw the viewer’s attention towards the cluster.
9. Cerating meaning by making forms different or similar to each other
   • As I go through the design process, I want to be more aware of why I am making elements the same size, color or shape. While I’m in the design process, I want to adjust my thinking to see the importance of both similar and different objects.
10. Making the composition “resolved” by making the purpose of each element clear
    • Although I understand how to create purpose in my design, I also want to be more intentional about making it easy for my audience to understand the purpose.

Dot

Geometric

Surface Activity

Plane

Line

Organic

1. Make sure that every piece of the design has a meaning that contributes to the overall message
   • This will alter my thought process when I decide what I should incorporate into my design.  It will help me to place my attention on the meaning rather than only the look of the image.
2. Pick colors that go against the norm but that can still be understood by the common population
   • There are many direct associations that are made with color but the idea of using color that goes against the assumed associations challenges me to think of how the meaning of color can be manipulated in my designs.
3. Use the type as an image that contributes to the overall look of my design
   • I have often seen typography as something that needs to be there rather than something that can contribute to my design.  Using the type as a part of my design changes how I use typography throughout my design process.
4. Make sure the majority can understand the purpose behind the colors and shapes that I decide to use
   • I often struggle to look beyond my own perspective and by looking at my design from the perspective of the majority it will change what I decide to add or remove from my design throughout the design process.
5. Using different light adds depth
   • This idea challenges me to use the same color in different shades to drag the eye through my designs rather than simply using light or dark design elements.
6. Create your image out of nothing rather than using something that already exists
   • Creating something completely new is challenging and while other people have great ideas I want to challenge myself to create something original and to rely on my own creativity more than the work of other people.
7. Don’t try to be trendy
   • This changes the way I approach my design and how I understand who the consumer of my design will be.  I want to make sure that as I go through the design process that my design appeals to my audience but does not look like other common design elements that are popular in our current society.
8. It is better for the design to look messy than to use something that has already been created
   • Thinking outside of the box and beyond what has already been done is challenging but it is a part of the design process that should be considered before starting any designs.  Even if my design looks a little bit more messy, it is still better for me to create an original design without incorporating another person’s work.
9. The designs that get noticed are the ones that do not look like the others
   • In my design process, I want to look for inspiration but not copy it or create something that is extremely similar.  
10. Movement creates engagement
    • When going through the design process I want to purposely create dimension through color, shape, and typography so that the audience will desire to stay engaged with my design.