Keep it simple
Most systems work better if they are kept simple rather than complex. Therefore, simplicity should be a key goal in design.
Hick’s law predicts that the time and effort required to make a decision increases with the number of options.
Little but good
By focusing on key aspects, products are not burdened with trivial elements. Using too many trivial elements in design creates confusion and distracts from the essence of a product.
The aesthetic quality of a product is integral to its usefulness because the products we use every day affect our person and our well-being. But only well-executed objects can be beautiful.
T he ikea phenomenon is a well-known example of a practice that can greatly affect the outcome and perceived value of products. People tend to place a high value on products that they have partially created.
White space or negative space is simply empty space in the design. Uniform use of white space makes the content in the design easy for the eye to scan and greatly improves readability.
Good design avoids being superficially modern and therefore never looks outdated. Unlike trends in design, it lasts for many years.
Proportion marks what is important in a design and what is not. Larger elements are more important, smaller elements less important and so on.