Design Principles

A curated archive of design principles from teams across the industry — Apple, Google, GOV.UK, and hundreds more. Browse by company or principle type to find inspiration for establishing your own team's design values and decision-making framework.

An encyclopedia of 150+ design principles organized alphabetically — from the 80/20 rule to Zeigarnik effect — each explained with examples across disciplines. An invaluable desk reference for designers making evidence-based decisions.