Follow your instinct (not brief).
Brief is not bible. It is okay to read through th e brief but don't follow it religiously. Instead, do what your instinct tells you. Because, the d esigner in you knows the best.
Whoever said that did not
know Picasso. Because Picasso summed up this rule pretty right, "Why do two colors, put one next to the other, sing? Can one really explain this? No." So, don't bother. Use colors.
Why there are so many
fonts when two are enough, ever asked? If not, it is time you ask. Font is not just text written in fancy scripts. Fonts are emotions. Fonts are moods. For different emotions, using different fonts makes perfect sense.
Good designs are good. not
flat. No matter how much you have heard about flat-is-the-thing-and-everybody- loves-it, it is not entirely correct. Great designs are intrinsically great. You don't need to obsess over flat designs.
Oh Yes. And It loves
playing games. Do you know why whitespace is so cool and awesome? Because it tricks our mind to un-see things that are present. And slowly and gradually, it reveals what's in the design. But in this insanely busy world, who has got time for riddles?
Yeah, and what about responsive?
Responsive does not mean designing for various platforms or in different environments, it means designing a single solution that works equally well on all platforms and adapts according to the screen size.
Stretch it till you break
it. The reason we are told so is because outstretching a font makes it look ugly and out of proportion. Apparently. But if you think you can pull it off right, it is fine to stretch, compress or even skew a font. And by the way, customized fonts are all in vogue these days.
Use whatever tools you are
comfortable with. If paper is not your thing, it is okay to do preliminary work on your Tab, iPad or PC. Remember, it is important to be comfortable with the equipment you are using.
Uniqueness is contextual. What is
unique today may not be unique tomorrow. And what is unique here may or may not be unique in other parts of the world. So instead of designing unique designs, design to standout.
Humdrum. who likes seeing the
same thing over and over again? Imagine looking at things that are designed on a similar pattern, everyday. Sounds fun, no? Exactly, no. Be consistent in quality but don't try to oversell your once-so-popular-design.