Value Made Visible: Timeless Principles for Great UI Design *FREE download*

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What you’ll find inside

 These principles aren’t new; the operative word here is “timeless.”

I was first exposed to the principles you’ll find here more than 30 years ago. We didn’t even call it UX then, by the way — the term didn’t exist. We just called it design.

I started out as a print-based designer, and all I really did when I moved to UI design and UX work a few years later was to apply these same principles of good design that I was taught, and which I used for print work.

Back in college, I was taught design as a problem-solving discipline to begin with: the emphasis was always on whether or not the design served the purpose of its existence (communicating brand message, informing, educating, etc.) and how it was perceived (and received) by the viewer/audience.

UX and UI design are the same gig. You’re thinking beyond what’s on the screen — you’re looking hard at the appropriateness of content, of cues to act, of steps in a process. You’re evaluating whether the visual communicates why something matters and how it works. You’re determining whether people will perceive value or know how to do something based on what they see.

You’re not making visual decisions because they look nice — you’re making them because they serve a purpose, because they accurately or appropriately say what needs to be said, in a way the recipient will understand.

These same principles and rules found in this book have governed every design project I’ve ever undertaken — and that’s thousands of them.

As I think you’ll see here, trends come and go — but anything that’s worthwhile has a very long shelf life.