1. Design for everyone

In design, it is your job to protect people and create good experiences and ensure that you do not cause any pain to your users.

• Diversity in design guide
• Web accessibility guide

2. You are not your audience

Step outside and try to understand the world from another person’s point of view and feelings. Then, find out the underlying problem of your user before trying to solve it.

• Empathy Mapping: The First Step in Design Thinking

3. Be simple

The design work you create should be easy to use, easy to see, easy to read, easy to guide, easy to learn, easy to find, and easy to adapt. How? Hierarchize, organize, and consider “thoughtful reduction” of things on every design work.

• The laws of simplicity, by John Maeda
• 101 for non-designers guide
• Readability best practices

4. Be consistent

Elements that behave the same should look the same, both visual and functional. Visuals use typography, colours, grids, spaces, shapes, sizes, and compositions. Well done, consistency makes your users feel like they are in better hands.

• Follow the OCASI visual identity guidelines as an example
• Design principle: Consistency