1. Principle of objects

   Treat content as a living, breathing thing with a lifecycle, behaviors and attributes.

2. Principle of choices

   Create pages that offer meaningful choices to users, keeping the range of choices available focused on a particular task.

3. Principle of disclosure

   Show only enough information to help people understand what kinds of information they’ll find as they dig deeper.

4. Principle of exemplars

   Describe the contents of categories by showing examples of the contents.

5. Principle of front doors

   Assume at least half of the website’s visitors will come through some page other than the home page.

6. Principle of multiple classification

   Offer users several different classification schemes to browse the site’s content.

7. Principle of focused navigation

   The principle of focused navigation – Don’t mix apples and oranges in your navigation scheme.

8. Principle of growth

   Assume the content you have today is a small fraction of the content you will have tomorrow.