
AlignmentPositioning things in a line. | HierarchyArranging things in a hierarchy of importance. |
ContrastUsing visual contrast to create emphasis and draw interest. | Ban the AverageNot designing things for the mythical "average person." |
Design to the EdgesDesign things to be usable for as many people as possible including people with disabilities. | Human ScaleDesigns are for humans and consider their characteristics such as how people perceive colors. |
SpaceUse negative space to make designs less loud and chaotic. | Essential ComplexityOnly increase complexity where it adds value. |
MinimalismThe philosophical as opposed to rational reduction of complexity. | FlexibilityDesigns are broadly usable in as many contexts as possible. |
PersonalityCreate designs that have an identity or feel to them. | ContextDesigns consider context of use. |
AudienceConsider user needs and perceptions. | More is DifferentComplexity can add value .. avoid needless minimalism. |
UnityThe elements of a design are arranged such that they look like they belong together. | VarietyDesigns need not be homogeneous and can include elements that are distinctive and unique. |
BalanceMake both sides of things appear to be in balance. | RepetitionElements can be repeated to create consistency and unity. |
RhythmMultiple elements can be repeated in a pattern. | ProportionFind balance in the relative sizes of things. |
ProximityGroup related things close together. | EmphasisDesign may draw attention to one element with techniques such as contrast. |
MovementConsider how the user's attention flows through a design. | Genius LociDesign things to suit their time and place e.g. not copying historical styles. |
Truth to MaterialsMaterials don't pretend to be something they're not. For example, a plastic phone that pretends to be gold. | Least AstonishmentThings work the way users expect unless there is a very good reason to change this. |
Least EffortMake things easy for the user. | Input is ErrorThe aggressive minimization of human input whereby having to ask the user is viewed as a failure of automation. |
ScaleDesign things to seamlessly scale up and down. | Keep it SimpleAll else being equal, a simple design beats a complex one. |
You Ain't Gonna Need ItAvoid too many functions and features. e.g. obscure gestures that few people use but people might trigger by accident. | Worse is BetterAvoid excessive quality. Designs can be launched and improved over time with user feedback. |
Last Responsible MomentAvoid making design assumptions or decisions too early -- let things evolve a little. | Defensive DesignBrainstorm the edge cases and worst cases and design for them. |
Form Follows FunctionFunctionality drives design and not the other way around. | ModularityBreak things into parts that fit together |
Interchangable PartsStandardize parts for efficiency. | There's More Than One Way To Do ITThere is no perfect design just many good designs. |
LearnabilityIf you have to explain a design feature to the user, it might be too complex or obscure. | Information ScentProvide clues about how things work. |
Attractiveness PrincipleAesthetics are personal .. there is no one design that everyone likes. | EmpathyGet to know the user and learn to feel what they feel to improve a design. |
ConvivialityDesigns can feel friendly or unfriendly. | ExtensibilityDesigns adapt well to future change. |
EleganceA design that feels simple, intuitive and appealing that is in fact extremely complex. |