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101 Design Rules
Design is not what we make. Design is what we make possible.
wearecollins.com • 101 Design Rules
Principles that shape design
Experience. Don’t observe.
Inhale. Don’t read.
Transfigure. Don’t shift.
Advocate. Don’t ponder.
Prove. Don’t promise.
Encourage. Don’t cut.
Imagine. Don’t worry.
Do. Don’t analyze.
Hear. Don’t listen.
Show. Don’t tell.
Give. Don’t take.
Inhale. Don’t read.
Transfigure. Don’t shift.
Advocate. Don’t ponder.
Prove. Don’t promise.
Encourage. Don’t cut.
Imagine. Don’t worry.
Do. Don’t analyze.
Hear. Don’t listen.
Show. Don’t tell.
Give. Don’t take.
wearecollins.com • 101 Design Rules
The era of problem-solving is gone. It’s too reactive in a world where the future arrives too fast. Designers must now be problem seekers, finding and anticipating problems before they arrive on our desks, because at that point, it’s already too late.
wearecollins.com • 101 Design Rules
Design is the bridge that gets us from where we are to where we should be. It is future-making.
wearecollins.com • 101 Design Rules
When you submit a fee for your work, someone will always ask, “Is this negotiable?” Answer with this: “Yes. Up.”
wearecollins.com • 101 Design Rules
Perhaps. Maybe. Possibly. Someday. These are among the most damaging words a creative person can use. Lose them.
wearecollins.com • 101 Design Rules
We perceive through images. We think in metaphors. We learn by stories. We create with fantasy.
wearecollins.com • 101 Design Rules
Be careful of doing too much work that copies the people you admire. Start out that way to see what feels right. But aim to seek what they were seeking instead of doing what they were doing.
wearecollins.com • 101 Design Rules
A designer’s first job is to articulate the tangible value we bring to every situation.