20 percent seems to be the figure often mentioned in doco.
If you check a Layer2 segment that has about 1000 devices on it, you will find the background broadcast rate (mostly ARP) is about 5-7%.
So 20 is pretty generous.
If you use nice /24 subnets, then it should never get anywhere near 5%.
If you're talking VLANs where you're allowing server guys to patch their badly-configured servers in, you can easily get broadcasts of over 1Gb when they have crappy asymmetric routing/interface addressing mismatches. So the most important thing is to keep the servers segregated away from everything else.
Also, make sure you are dealing with multicast properly - design your multicast topology and turn off querier on all but the multicast cores. Enable IGMP. Otherwise multicast is going to be just like broadcast on your network, and you really don't know how much of it is going on, but it can include multimedia, so it's potentially very significant.