I don't know how official or legitimate this was, but for years at any of my pre-4e groups we used single effect damage = (level + 5)x2 to (level + 10)x2.
This is sort of a sloppy hack for rules, but it was pretty easy to remember as a DM and felt like it fit nicely. Most 3.x characters had 6 hp per level or so, so this worked out alright. For example, a 3.5 fighter at level 10 would usually have around 80 hp. So, if we wanted a moderately damaging trap or one-shot spell or something, it would be 10(level) + 7 (moderate damage) = 17. And then 17 x2 = 34. A little less than half of his overall health. That could be potentially devastating to a weaker or less meaty PC.
I think a good rule of thumb is a solid "hit" on any PC should be roughly 1/5-1/2 of the PCs overall HP. So if the average HP across the party is 30, most attacks should be doing around 10 damage.
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