Choose a section — inside you will find principles and links to full articles with illustrations.
Perception, memory & decisions
How people notice, hold, and choose information.
7 principles
Action, context & speed
Familiar patterns, targets, pacing, and feedback loops.
5 principles
Layout & visual structure
Grouping, hierarchy, disclosure, and first-impression quality.
4 principles
System behavior
Errors, forgiveness, and predictable responses.
3 principles
Product strategy & experience
Trade-offs, goals, memorable moments, and motivation.
6 principles