concept
Have a concept, be clear about what the message or idea is.
Use universal or common language to deliver the message.
Be inspired by the past but don't repeat it, fades or fashions.
design
Be decisive. Make clear decisions about the design issues.
Support the design idea with things related to the message.
Be consistent with the use of colour, type, logos and imagery.
colour
Think about what colours you use and the effects they create.
Make use of light and darkness, evenly distributing them.
Allow for optical illusions, measure with your eyes, not by size.
type
Use no more than two or three different fonts for each design.
Take some time to choose type, to integrate it into the design.
Make type legible, readable and have a purpose, so it's friendly.
image
Create your own images, as good clipart turns up quite a lot.
Create focal points based on the delivery order of the message.
Use Photoshop to manipulate colour or combine images.
space
Asymmetrical designs create a sense of dimensional movement.
Use breathing space to create contrast, rhythm and separation.
Consider the negative space and incorporate it into the design.
