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What are Design Principles?

Design Principles are a set of guidelines that empower a team to make wise decisions and appropriate trade-offs when designing, building and innovating.

Why use them?

Applying design principles fosters a cohesive problem-solving approach, promoting efficiency, consistency and user-centricity.

Who uses them?

Organisations, individuals, design system and product teams have benefited from writing and following their principles.
Here are a few examples:

10 Principles of Good Road Design

Highways England Strategic Design Panel

Airbnb's Design Principles




Design in the Era of the Algorithm

Josh Clark

NHS Design Principles


Principles of Calm Technology

Amber Case

Principles of Design

Tim Berners Lee

The Ten Principles of Inclusive Web Design

Sandi Wassmer

See all 197 examples