Understanding Guidelines, Grids, and Safe Zones
Design Guides in AE
Title Safe Zone
Inner zone where titles must stay for broadcast TV.
Action Safe Zone
Outer zone where main action should stay visible.
Grids
View > Show Grid for proportional layout reference.
Guides
Drag from rulers to set custom alignment guides.
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So guidelines are made from rulers, which are basically view show rulers or keyboard shortcut from Photoshop and Illustrator, by the way.