How this one is meant to be worked through, in the author's own words:

1. Read Chapters 5 to 8 first, in order. They are the four rules and every later chapter refers back to them.
2. Then read Chapter 21 before you publish anything else, and Chapter 6 before you decide how many designs to make.
3. RUN THE BRAND SWAP: take three real small businesses' colours, font, logo and photographs, apply each to your whole set in the customer's order - colours, then logo, then one photograph, then text fifty per cent longer - and count what still looks right. Twenty minutes per brand. That number is your survival rate.
4. Choose deliberately awkward test brands: one with a dark heavy primary colour, one with a serif font and a wide logo, one with only landscape phone photographs. Do not invent brands; you will invent flattering ones.
5. Judge each design by asking: would I post this for that business? IF YOU HESITATE, IT FAILED. A generous judgement here costs you later.
6. Design with COLOUR ROLES - background, emphasis, text - rather than a chosen palette. A customer replacing two of five colours ends up with a mixture of two brands, and tints of your hue become tints of theirs and stop working.
7. Specify the type scale by ratio rather than by chosen faces, and assume a serif arrives. Avoid layouts balanced on a specific letterform width and avoid tight tracking.
8. Reserve a logo area with clearance that accepts a WIDE logo with the business name inside it, and never place it over a photograph or gradient.

Written to be used rather than skimmed. Every financial figure is left blank on purpose, and anything touching law, tax, insurance or data protection is written as questions for a qualified professional rather than answers.

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