TrueWind Team Handbook
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Design Guidelines

Some easy starting points to ensuring all projects meet industry standards.

Typography

Start with a paragraph. If body text is not readable, approachable, looks right, nothing else will work.
Point Size. Web: 15px-25px. Print: 10pt-12pt.
Line Length. 45ch-90ch
Line Spacing. 120-145%
Professional Fonts (well designed, made for legibility).
Centered text sparingly.
5%-12% extra linespacing with All Caps or Small Caps
Kerning always turned on.
Use a Type Ratio.
On Mobile may need to reduce type ratio down to Minor Third to keep layouts from breaking.

Color

For Web. Pick 3 main colors to use in ratio of 60%, 30%, 10%.

Layout

Create Hierarchy
Negative Space is necessary!
Use a Grid! Create a visual rhythm.
For Web
Give priority to the intersections of Client Goals x User Goals
HomePage Architecture for Conversion
Value Proposition + CTA
Social Proof
Benefits and/or Features
Objections or FAQ
CTA
Footer
Ratios
Help keep designs proportionally accurate on any screen size
Golden Rule. Can always cheat and go back to the golden ratio 1.618. “When in Greece, amiright??”
By Pixel: 1, 2, 3, 5, 8, 13, 21, 34, 55, 89, 144, 233, 377, 610, 987, 1597
By Percentage: 100, 61.8, 38.2, 23.6, 14.58, 9.01, 5.57, 3.44, 2.12, 1.31, .81

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