Know Jacob's Law

Know Fitt's Law

Know Miller's Law

Know Hick's Law

Know Postel's Law

Know Tesler's Law

Think Feature-First

Postpone the Details

Do Not Over-Design

Build a Personality

Limit your Choices

Start with too much white space

Establish a spacing and sizing system

You don't have to fill the whole screen

Grids are overrated

Relative sizing doesn't scale

Avoid ambiguous spacing

Not all elements are equal

Size isn’t everything

Don’t use grey text on colored backgrounds

Emphasize by de-emphasizing

Labels are a last resort

Separate visual hierarchy from document hierarchy

Balance weight and contrast

Semantics are secondary

You need more colors than you think

Define your shades up front

Don’t let lightness kill your saturation

Greys don’t have to be grey

Accessible doesn’t have to mean ugly

Don’t rely on color alone

Establish a type scale

Use good fonts

Keep your line length in check

Baseline, not center

Line-height is proportional

Not every link needs a color

Align with readability in mind

Use letter-spacing effectively

Emulate a light source

Use shadows to convey elevation

Shadows can have two parts

Even flat designs can have depth

Overlap elements to create layers

Use good photos

Text needs consistent contrast

Everything has an intended size

Beware user-uploaded content

Geometric Backgrounds

Touches of Calligraphy

Illuminated Borders

Ornate Pills

Supercharge the defaults

Add color with accent borders

Decorate your backgrounds

Don’t overlook empty states

Use fewer borders

Think outside the box