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What are Design Principles?

Design Principles are a set of considerations that form the basis of any good product.

Why use them?

Design Principles help teams with decision making. A few simple principles or constructive questions will guide your team towards making appropriate decisions.

Who uses them?

Organisations, individuals 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

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