Communicate — don’t decorate.
Speak with a visual voice.
Use two typeface families maximum. OK, maybe three.
Pick colors on purpose.
If you can do it with less, then do it.
Negative space is magical — create it, don’t just fill it up!
Treat the type as image, as though it’s just as important.
Be universal; remember that it’s not about you.
Be decisive. Do it on purpose — or don’t do it at all.
Symmetry is the ultimate evil.