For example, they say to "pull" a color from another part of an outfit, say the shirt or suit and then find a matching tie of the same color or within the same shade. Yes, you could never go wrong "playing it safe" by following this suggestion, it's virtually foolproof, but then again, a tie of a completely different color from the opposite side of the spectrum could very well work, too.
Same goes with patterns. They say to "keep lines simple" and don't stray too much from the pattern of one's shirt or suit. Again, who says that checks and stripes definitely can't go together? At the end of the day, what it boils down to is personal preference, taste and flair, gut feeling ("does this work?") and common sense.
Of course, there are always exceptions. For example with the resurgence of the skinny tie, to participate properly in this trend, some rules need to be followed with perhaps a little less latitude allowed. But they're in place for the sake of aethestics and not because somebody just wants to be a party-pooper or assume the role of "tie police."
A little word of caution too when it comes to cute and fun ties. Sure, I'm all for playful, but there are limits - cute has its place, and this where common sense should come in. Yes, I like a teddy-bear pattern on my son's pediatric nurse's scrubs, but not on my husband's tie. I like a dinosaur explosion on my son's jammies but not on Kumee's tie. By "whimsical" this is what I mean:
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