Visual Direction and Art Direction

Purpose

Create implementable visual direction that remains coherent for forms, tables, errors, and long content.

When to Use

• Product identity is weak or teams produce inconsistent feature surfaces.
• A technically sound interface lacks clear, domain-appropriate expression.

Do

• Define three direction adjectives, three anti-adjectives, useful tension pairs, and limited visual grammar.
• Specify rules for typography, shape, color, imagery, iconography, data visualization, motion, and exceptions.
• Validate direction on navigation, forms, data, and feedback states.

Do Not