The document provides 14 rules or principles of design. It emphasizes designing for user needs rather than requests, keeping designs simple, understanding context, prototyping ideas, trusting instincts, and focusing on quality details. Good design starts trends and the experience of a brand, not just the logo, while content and design are intertwined.

1. Creative design
Shaping experiences through creative thinking
ROB MORRISON

3. HELLO

4. ATTRIBUTES OF A GREAT DESIGNER

5. THE TECHNICIAN

6. THE DECORATOR

7. THE CONCEPTUALIST

8. THE LAYOUT ARTIST

9. GOOD DESIGNERS
HAVE ALL FOUR CHARACTERISTICS

10. DESIGN RULES

11. Rules can be broken.
But never ignored.
DAVID JURY, TYPOGRAPHER

12. NUMBER ONE
DESIGN WHAT PEOPLE NEED
NOT WHAT THEY ASK FOR

13. NUMBER TWO
DESIGN IS NOT DECORATION
DESIGN IS HOW IT WORKS

14. NUMBER THREE
SIMPLICITY
WHEN IN DOUBT
TAKE IT OUT

15. Perfection is achieved not
when there is nothing left to
add, but when there is
nothing left to take away.
ANTOINE DE SAINT EXUPÉRY

16. NUMBER FOUR
THINK LIKE A CUSTOMER

17. NUMBER FIVE
DESIGN IN FLOWS
NOT SINGLE EXECUTIONS

18. NUMBER SIX
CONTEXT
UNDERSTAND THE ENVIRONMENT

19. NUMBER SEVEN
TARGET YOUR DESIGN
TO WHERE PEOPLE WANT TO BE
NOT WHERE THEY ARE

20. NUMBER EIGHT
SPRUIK
IT’S OK TO SELL YOUR IDEA

21. Design should never say,
‘Look at me.’ It should
always say, ‘Look at this.’
DAVID CRAIB

22. NUMBER NINE
IT’S OK TO FAIL
CREATIVITY NEEDS A SAFETY NET

23. Do things that
you’re afraid of. KAYT JONES

24. NUMBER TEN
THE POWER OF PROTOTYPING
SHOW THEM THE MONEY

25. NUMBER ELEVEN
F!#CK PHOTOSHOP
AND SKETCH

26. NUMBER TWELVE
BLINK
AND TRUST YOUR FIRST INSTINCTS

27. I’m a user group of one.
STEVE JOBS

28. NUMBER 13
IT’S IN THE DETAIL
A HIGH QUALITY FINISH IMBUES TRUST

29. NUMBER 14
GOOD DESIGN STARTS TRENDS

30. DEBUNKING DESIGN MYTHS

31. BRAND IS NOT A LOGO
BRAND IS THE EXPERIENCE
PEOPLE PERCEIVE OF YOUR BUSINESS

32. CONTENT REALLY IS DESIGN
DESIGN REALLY IS CONTENT

33. CAN SOMETHING BE OVER DESIGNED?
NO. THERE IS SIMPLY GOOD DESIGN
AND BAD DESIGN

34. THANKS