"Design principles are guidelines and design considerations that designers apply with discretion - by default, without debating or discussing what has already been agreed upon."
"In times when we can generate any passable design and code within minutes, we need to decide better what's worth designing and building - and what values we want our products to embody."
"The good design principles are more than just being visionary - they have a point of view, and they explain what we don't do as much as what we do."
Design principles are not rigid guidelines but tools that unify teams around shared values and beliefs. They guide decision-making and help maintain focus amidst rapid design and development. In a landscape where designs can be generated quickly, it is crucial to establish what values products should represent. Without clear principles, initiatives can become inconsistent and lack direction. Effective design principles articulate both what to pursue and what to avoid, reflecting a company's ethos beyond mere profit.
Read at Smashing Magazine
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