Make the design as simple as possible. The more complex the UI solution, the more it creates confusion, increases human error and slows people down.
Establish visual hierarchy. Size, position, contrast, and color are used to emphasize importance and a visual hierarchy that is instant and intuitive.
Insist on consistency. Consistent behavior in every aspect of a user interface system increases learnability and creates the interface’s language of communication.
Embrace beauty. Aesthetics that are elegant and eye-appealing create a distinct and ownable brand presence.