GENERAL
- Simplify. Always simplify
- Constantly iterate, and constantly think ahead
- Design solutions that work even if they're not in vogue at the moment
- Grid-based layouts rule, but don't let the grid rule you. Having a good eye for layout is still essential
- Never arrogantly dismiss clients' concerns
- Be consistent
- It's a digital product – don't try to make it like something it's not, celebrate what it is!
- Don't be afraid to make mistakes
- It's all in the detail. Care and love for your work is evident in the tiniest details, and consumers of your design will instinctively sense it
- Don’t ever think that you know it all, because you never will
- Don’t just do it the way you last did it; always try to learn, always try to improve
- Always keep questioning, and always stay curious
USER EXPERIENCE
- Appreciate the importance of good typography in establishing hierarchy
- Interaction is an essential consideration. How a digital product feels in use is key to its success
- Treat B2B as you would B2C. The principles of good design remain the same. Business people don't stop being consumers just because they're at work
- For CMS-driven sites, stress-test layouts and designs rather than filling your structures thoughtlessly with Lorem Ipsum text. Plan for a worst-case scenario in terms of amount of content that your client could add
- Where a visual or style concept is critical to a project's success, hint at this in the wireframe stage
- Don't skimp on annotation
- When designing responsive websites and web apps, think about mobile at every stage, even when not taking a formal 'mobile-first' approach
- Use repeatable modules wherever possible, as they are better for developers and users alike
- Be up-front about theories such as the F-pattern and Gutenburg Rule and how you are considering them, and the implications that their use might have on aesthetics
- If there isn't the budget for full testing, use existing research to back up your decisions
- Experiment. Have fun
