Design System — Foundational Principles
Apply these principles whenever creating visual designs (Canva), documents (Excel, Word, PowerPoint, PDF), or advising on design decisions.
Color Theory
- •Contrast: WCAG AA minimum 4.5:1 for body text, 3:1 for large text (18px+ or 14px bold). Target AAA (7:1) when possible.
- •60-30-10 Rule: 60% dominant/neutral color, 30% secondary color, 10% accent. Never use more than 3 primary colors plus neutrals.
- •Avoid pure extremes: Use off-black (#1E293B or #171717) instead of #000000. Use off-white (#F8FAFC or #FAFAFA) instead of #FFFFFF.
- •Semantic meaning: Blue = trust/corporate, Green = growth/success, Red = urgency/error, Orange = energy/warning, Purple = premium/creative, Yellow = optimism/caution.
- •Colorblind safety: Never rely on color alone to convey meaning. Pair color with icons, labels, or patterns.
- •See
color-reference.mdfor ready-to-use palettes.
Typography
- •Maximum 2 typefaces per design (heading + body). Only add a 3rd if it serves a distinct decorative purpose.
- •Type scale: Use ratio 1.25 (major third) or 1.333 (perfect fourth). From 16px base: H1=32-43px, H2=25-34px, H3=20-26px, body=16px, caption=13px.
- •Minimum sizes: 16px body on screen, 10pt body in print. Never go below 12px for any readable text.
- •Line height: 1.4-1.6x for body text, 1.1-1.2x for headings.
- •Line length: 45-75 characters per line for optimal readability.
- •Weight contrast: Minimum 2 weight steps between heading and body (e.g., 700 heading, 400 body).
- •All-caps: Increase letter-spacing by 2-5%. Use sparingly — only for short labels, never body text.
- •See
typography-reference.mdfor proven font pairings.
Layout
- •Visual hierarchy: Size > Color > Contrast > Position > Shape. Lead the eye to the most important element first.
- •Whitespace: Minimum 20-30% of total canvas should be breathing room. When in doubt, add more space.
- •Alignment: Use a consistent system. Left-align body text (most readable for LTR languages). Center-align only for short headings or hero text.
- •Proximity: Related items 8-16px apart. Unrelated groups separated by 24-48px minimum. Sections by 48-96px.
- •Grid: 8px base unit for all spacing. 12-column grid for complex layouts, 4-column for simple/mobile.
- •Composition: Rule of thirds for image/focal point placement. F-pattern for text-heavy pages. Z-pattern for landing pages and posters.
- •Golden ratio (1:1.618): Use for content area proportions, image cropping, and section sizing.
- •See
layout-reference.mdfor grid templates and spacing scale.
Brand Consistency
- •Consistent corner radius throughout (0px=corporate, 4-8px=modern, 12-16px=friendly).
- •Icon style must be uniform: filled OR outlined OR duotone — never mix within one design.
- •Logo clear space: minimum 1x the logo mark height on all sides.
- •Maintain the same color palette, type pairing, and spacing system across all deliverables in a project.
Accessibility Checklist
- •All text meets WCAG AA contrast (4.5:1 body, 3:1 large).
- •Color is not the sole indicator of meaning.
- •Text is actual text (not baked into images) when possible.
- •Tables have header rows. Documents have logical heading hierarchy (H1 > H2 > H3, no skipping).
- •Font size is never below 12px/10pt for any readable content.