CLARITY

Be clear about your message. The more clearly you present your message, the more impact it will have. Having clarity about what you are trying to communicate will ensure that your design says what you want it to say, not that you are bored, rushed, or ignorant. Think about how what you write will be perceived; generally, you want to convey a feeling of invitation and friendliness.

Don’t apologize for the conditions you impose, but simply state them. Don’t be a victim unless you want to attract victims. Don’t make excuses for anything. It is important to convey a feeling that you are in charge, that you know what you are doing, and that you are coming from a position of strength and competence.

Be specific whenever possible. The more specific you are, the more memorable your work will be. HOWEVER, this does not mean that it is good to add in extraneous details. It only means be specific instead of being general.

I have had countless clients try to avoid saying something obvious because they thought it’s be unpalatable or push people away.

They always say “people will figure it out, they’ll know what I mean etc.”