Pure colors are uncommon in nature, so limit them to highlight whatever is important in your graphics, and use subdued hues—grays, light blues, and greens—for everything else.

the better defined the goals of an artifact, the narrower the variety of forms it can adopt.

Objects inside an area with crisp, clear boundaries will be perceived as belonging to a group.

Striving for efficiency in how it invests its energy, the brain follows certain principles of perceptual organization.

and aligned on the vertical or horizontal axis.

Effective analytic designs entail turning thinking principles into seeing principles.

you should never simultaneously show an animation of the robot on the right side of the screen and a text box on the left.

The continuity principle holds that it is easier to perceive the gross shape of an object as a coherent whole when its contours are smooth and rounded than when they are angular and sharp.

The headline should not be an end on its own. It’s a means to get readers interested in the relevant content that follows it.