I’m not a good designer. In fact, although I’ve been working in marketing for around 25 years, it’s only in the last six or so years that I’ve done any design work myself. Up until this point, I ended up working with designers to bring my vision for designs to life. But that does mean I’ve got a bit of experience and I’ve picked up some things along the way. And now with the advent of software like Canva, I think we’re all designers in a way.
The GrowFos needed a bit of insight into my thought processes when it comes to design, so I thought I’d write them down. Bear in mind, I’m the type of guy that can’t follow a plan to save my life and if you put the rules in front of me, I’m very likely to break them. Either way, here are the GrowTraffic Design Guardrails:
Helping you design better, faster, and more consistently — with just enough kidology to keep it creative.
Layout & Structure
- Use generous whitespace
Whitespace isn’t empty — it’s structure. It makes everything easier to scan and digest. - Stick to a grid
Grids give consistency. They make a design feel intentional. But don’t get trapped — grids are a guide, not a cage. - Follow natural eye flow: left to right, top to bottom
Design should gently steer the user’s attention, not fight against it. - Place the logo on the left, CTA on the right
People scan left to right — so lead with identity and end with action. - Use visual hierarchy
Make the important stuff louder (but not shouty). Size, weight, spacing, and placement all play a role. - No more than 3 font sizes per page
Headings, subheadings, body copy — that’s usually all you need. Occasionally, you can get away with 4, but it’s the exception. - Balance is more important than structure
Sometimes you’ve just got to trust your gut. If it feels right, it probably is. A little goes a long way. - Adapt for edge cases
Break these rules if the project demands it—just have a damn good reason. Tweak for niche audiences (e.g., bolder for kids, bigger for seniors).
Typography & Fonts
- Stick to 1–2 font families per project
One serif and one sans-serif is a classic combo. Don’t go font mad. - Be consistent with styling
Use bold, italics, caps, and colours intentionally — not just for decoration. - Set line height for comfort
Make sure body text is easy to read. Not too cramped. Not too spaced out. - Keep text legible
12px minimum for body copy on digital. Bigger if the audience needs it (e.g., seniors).
Colour
- Use a limited colour palette
2–3 brand colours, plus neutrals. More than that? You’re probably overdoing it. - Ensure contrast
High contrast = better accessibility, especially for text. Always check it’s readable. Test for colour blindness (e.g., avoid red-green combos for critical info). - Don’t rely on colour alone for meaning
Back it up with icons, text, or layout cues.
Imagery & Icons
- Favour graphics over photography
Graphics are easier to control, brand, and make consistent. Photography can get messy fast. - Use only high-quality, relevant imagery
Avoid clichés and pixelated stock. If it doesn’t add value, bin it. - Match icon styles
Line, filled, flat — pick one and stick to it. - Always check licensing
If you didn’t make it, make sure we have the right to use it—especially with photos!
Motion & Animation
- Keep animations subtle and purposeful
Don’t distract—enhance. Less is more. - Avoid auto-playing unless critical
If you must, give a pause option. - Respect reduced motion settings
Some users can’t handle the wiggle—make it optional.
Content Strategy Tie-In
- Leave room for copy to breathe
Don’t overcrowd it with design elements. Let the words shine. - Align visuals with tone
Playful graphics for light copy, sleek for professional—match the vibe. - Use concise copy
Say more with less—short, sharp text grabs attention and pairs cleanly with design. - If in doubt, follow this flow
Structure copy as Brand (who we are), Pain Point (what’s the problem), Features (what we offer), Benefits (why it matters), Proof (why they should trust us), Call to Action (what’s next)—it’s a simple, effective hook.
Brand & Client Specific
- Stick to brand guidelines — but be smart
Brand rules are helpful, not sacred. If something feels off, suggest a better way. - Resist “Make the logo bigger” energy
The logo’s important, but it’s not the star of every page. Balance is everything. - Design for the user, not just the client
Clients pay the bill, but users drive results. Keep them in mind at every step.
Accessibility
- Prioritise readability
Big enough text, strong contrast, clear hierarchy—make it work for everyone. - Support keyboard navigation
Interactive bits should be usable without a mouse. - Test for inclusivity
Step into someone else’s shoes—check colour blindness, screen readers, etc.
File Saving & Workflow
- Name files with purpose
Include a keyword (e.g., “SEO Agency Poster”) so we can find it later and it’s useful for SEO. Use layers too—assume someone else will inherit it. - Save in the right format
Transparent PNGs for logos, high-res PDFs for print, optimized JPGs or WEBP for web (72dpi, compressed but crisp). - Prep for print properly
Use the Print option in your software. Add a 3mm bleed—extend colours and images beyond the edge—so it cuts clean. - Optimize for efficiency
Keep file sizes lean without sacrificing quality—web users and printers will thank you.
Data-Driven Design
- Learn from users
Check heatmaps or feedback to tweak layouts. A/B test CTAs if it matters. - Design with results in mind
Gut’s great, but data can back it up.
General Best Practice
- Keep it simple
Strip it back. Clarity > clutter. - Design mobile-first (or at least mobile-friendly)
Most users are on mobile. Don’t punish them for it. - If unsure, use Titlecase for headings
Unless told otherwise, always use Titlecase for headings. - Test with fresh eyes
Step away. Come back. Ask a friend. You’ll always spot something new.
