I saw this fantastic and thought provoking ‘rule’ in a post on the Ace Jet 170 Blog.

Ace Jet 170 is an English designer living in Belfast who’s blog sets out to record stuff found over the years and in the future. In his post he is referencing James Webb-Young’s book ‘A Technique for Producing Ideas’ – with the fundamental principle being this ‘Combinations Rule’.

Webb-Young’s book goes on to suggest a system for collecting and ordering the stuff you collect.

And Ace Jet 170 explains: ‘On one level we combine colours with shapes and typefaces and words, and end up with logos. On another level we take an airmail letter and the idea of love songs and think about love letters, and end up with things like this, despite who the client is.’

A must read for every designer.