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.
19. Look to history, but don't repeat it.
7. If you can do it with less, then do it.
14. Be decisive. Do it on purpose - or don't do it at all.
16. Create Images- don't scavenge.
15. Measure with your eyes: design is visual.
18. Move it! Static equals dull.
20. Symmetry is the ultimate evil.