KIEHL’S PACKAGING BREAKS ALL THE RULES—BUT IS IT INTENTIONAL?

Graphic design author Robin Williams wrote once that “most people can look at a poorly designed page and state that they don’t like it, but they don’t know how to fix it.”

Practiced graphic designers know the fix. How? Because they apply some basic rules to their layouts that help to direct the viewer’s eye, clearly communicate a hierarchy of content, create an aesthetically pleasing design, avoid unintentional meaning, and more. (more…)