Write dos and don'ts for non-professionals to follow.
A page should and should not have illustrations that are more convincing than three pages of text, but only if written correctly.
The most effective way is to place correct and incorrect examples side by side, each pair accompanied by an illustration and a brief reason. Non-professional designers imitate visuals much faster than reading descriptive text. Including the reasoning behind each rule helps individuals differentiate between cases that adhere to the rule and those that require flexibility, rather than following mechanically and getting stuck in new situations.
- a team without designers needing more visuals and fewer words
- many external partners and collaborators are subject to regulations
- has recurring errors that need clear illustration.
- write rules in long paragraphs without visuals
- only the necessary part is included, while the unnecessary part is missing
The section on dos and don'ts is the most referenced chapter in a set of guidelines, but it is also the easiest chapter to write incorrectly. The mistake is not due to a lack of rules, but because the rules are written in a way that non-professionals cannot understand. Below is how to draft it so that internal teams and partners can apply it correctly without needing to ask again.
Why illustrations are more important than text segments.
Those without a design background do not read standards like reading a book. They skim, search when needed, and make quick decisions based on the first thing they see. When the first thing they see is a five-line paragraph, the likelihood of reading it all is very low. When the first thing they see is two images side by side, one correct and one incorrect, they understand immediately.
Many reputable style guides, from the MIT Brand Guide to major universities, use dos and don'ts with illustrations as the main axis for this reason. This is not about aesthetics; it is a pedagogical decision: learners imitate images faster than they translate words into action.
The proper pair of rules structure.
Each pair of should and should not includes four components, in order:
- Correct example image placed on the left or above, with a clear "Should" label.
- Incorrect example image placed on the right or below, with a clear "Do not" label.
- Short description under each image, a sentence that accurately states what is true or false.
- Reason, a sentence explaining why this rule exists.
The reason often overlooked because it seems unnecessary. But this part helps the person handle unusual cases. If they only know "the logo should not be stretched horizontally" without understanding why, when faced with special requests from partners, they will not know whether to compromise. If they understand that "the logo's distorted ratio affects recognition," they can make their own judgments.
Choose real mistakes as examples of what not to do.
For example, the most ineffective example is an error that has occurred in the actual business, not a hypothetical error. The simple reason: people recognize familiar errors more easily and remember them longer, and the feeling of "I've done this" motivates them to avoid repeating it.
Before drafting this section, you should gather at least the cases of incorrect brand application that have occurred: banners printed in the wrong color, logos used on backgrounds with insufficient contrast, font styles used instead of having source files. These mistakes are the content of the don'ts section.
If the business is new and has no history of mistakes, anticipate from the weaknesses of the current distribution channels. What common errors does the team without designers encounter? Where do printing partners often go wrong? Include those mistakes in the don'ts section from the start.
Teams with designers but many external partners: Keep the images, but add more detailed descriptions in the don'ts section so that partners do not need to ask again when encountering edge cases.
Common errors when drafting this section
- Only the do's, lacking the don'ts. Readers do not know where the boundaries are, and often understand "if it's not forbidden, it's allowed."
- Writing in long paragraphs without images: skimmers do not read, and readers do not remember which images to imitate.
- Issuing rules without providing reasons. The team applies them mechanically and then gets stuck when faced with situations not covered in the manual, and the final choice is often to guess or ask each time.
- Examples should not be too subtle. Example errors must be clear enough for viewers to immediately recognize they are wrong. Errors that are hard to spot do not serve an educational purpose.
Displaying the logo without explaining how to use it leaves the reader guessing.
brandguide.io · The Do's and Don'ts of Brand Guidelines
Decision checklist
Topic: Writing rules that non-professionals should and shouldn’t follow. Sinh Vũ guide, sinhvu.com
Tick each item that applies or that you can already answer, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
MIT Brand Guide · Do/Don't; brandguide.io · The Do's and Don'ts of Brand Guidelines; Nulab · Mastering the art of brand guidelines; practical experience from Sinh Vũ.
Frequently asked questions
How many examples of what not to do are needed for each rule?
There is no fixed number, but the principle is to prioritize including the actual errors that have occurred in the business. An example that closely resembles a real error is often more costly than three hypothetical examples. If there is no history of errors, predict based on the most common weaknesses of the current distribution channel.
Is it necessary to provide a reason for each rule, or is an image enough?
Images help users know what to do, while reasons help them understand why. If the team only needs to follow a fixed script, images are sufficient. However, if they encounter a new situation without a reason, they won't know if the rule applies, and will often choose to ask again or guess incorrectly. Therefore, keep the reason short; one sentence is enough, placed right below the image.
Do the print and digital versions need to be written differently?
The structure should maintain what should and should not be the same in both formats, but the digital version should include situational labels for users to reference based on their tasks instead of reading sequentially from the beginning. The printed version requires a more linear arrangement, while the digital version needs clear headings and good searchability.
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