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- Clarity is job #1
- Interfaces exist to enable interaction
- Conserve attention at all costs
- Keep users in control
- Direct manipulation is best
- One primary action per screen
- Keep secondary actions secondary
- Provide a natural next step
- Appearance follows behavior
- Consistency matters
- Strong visual hierarchies work best
- Smart organization reduces cognitive load
- Highlight, don't determine, with color
- Progressive disclosure
- Help people inline
- A crucial moment: the zero state
- Great design is invisible
- Build on other design disciplines
- Interfaces exist to be used
