Design principles


Simplicity is hard to do and yet the ultimate goal. Taking elements away until you are left with that what is essential. We should not create designs that are complicated. Instead we need to have a clear message and narrative, be as user-oriented as possible. Be thorough and work hard on the details. Create designs that are unobtrusive, calm and minimal. We can find the best in simplicity. 


A design (or that what is designed) needs to serve its intended purpose efficiently. All elements fitting together so that it’s clear and understandable. Making aesthetic decisions by an understanding of purpose and use. Synthesizing the various elements into a complete design that form a unique and enjoyable user experience.  


In an overly noisy digital world, we are drown in messages, images and video. Selection and focus give space and attentions to those things that matter most. By giving it the research, resources and time it deserves, you allow users to do the same and receive your message.


Great ideas start from curiosity and having an ‘empty’ mind. Different perspectives extend ideas and possibilities. The best results come from a deep curiosity and keeping an open mind to fragile ideas. 


The best designs come from the belief that it can be better. When you have a finished design, sometimes its best to throw it out and start over completely. No design is ever finished. Especially in the digital environment. Keep iterating your design. Keep improving. 


We can create truly great design when we try to develop and craft products and experiences that are characterised by their care and not of carelessness.


Real user experience is about making sure every detail is intuitive and will create delight from the first moment. Habits can get in the way. We can do better if we notice habituation. To feel the frustration and to see the little details of ‘invisible problems’. By solving those problems we will have better experiences, that are faster, easier and seamless.


White is the cultivation of purity, calm and simplicity. It gives space for creativity, imagination and communication. White or emptiness is not merely about simplicity. It stands for beauty. It does not appear from nowhere, nor does it come from the design of features. We discover and uncover beauty through the continual process of cleaning and polishing.