1. Have a concept.
2. Communicate- don't decorate.
3. Speak with one visual voice.
4. Use two typeface families, maximum. OK, maybe three?
5. Use the one-two punch!.
6. Pick colors on purpose.
7. If you can do it with less, then do it.
8. Negative space is magical- create it, don't just fill it up
9. Treat the type as image, as though it's just as important.
10. Type is only type when it's friendly.
11. Be universal; remember that it's not about you.
12. Squish and separate.
13. Distribute light and dark like firecrackers and the rising sun.
14. Be decisive. Do it on purpose-- or don't do it at all.
15. Measure with your eyes: design is visual.
16. Create images- don't scavenge.
17. Ignore fashion. Seriously.
18. Move it! Static equals dull.
19. Look to history, but don't repeat it.
20. Symmetry is the ultimate evil.
I had the great opportunity of working with Timothy Samara in my type classes, Typography I & II. A very regimented teacher who works week to week in an organized fashion handing out homework sheets that CLEARLY outline exactly what needs to be done for the next week; so there's really no excuse NOT to have your homework done for him, EVER.
The list above comes from one of his many published books on design. This particularly helpful list of things to remember when designing comes from his book Design Elements: A Graphic Style Manual which I bought online from Amazon for a good price. It's a really good book; if you're serious about design, Graphis Platinum Award-Winning, Timothy Samara's Design Elements book is a great addition to any commercial graphic artists reference library.
