purpose: make things feel more approachable
disregard the idea of needing "layers"
just fill the screen with content
purpose: give the impression of a natural flow of information
navigation should come naturally, not explicitly
use gaussian blurs for transitions
purpose: make sizing and spacing feel "just right"
use multiples of 7 for sizing and margins
carefully contain the content
purpose: make importance correlate with ease of accessing
invert the traditional top-to-bottom model of relevancy
put the most important stuff near the bottom
purpose: anchor key actions in a predictable location
use three or four "big" icons for "big" actions
don't include a back button
purpose: reduce any feelings of rigidness
use circles, or at least round corners
avoid sharp angles
purpose: let colors from visual content stand out
use color sparingly for highly visual apps
direct focus towards the content
purpose: make necessary text feel contextually novel
use a sans-serif font like source sans pro
keep text short and readable
purpose: don’t force thoughts about the design
be appreciable but mostly upon analysis
avoid jarring uniqueness
WARNING: THESE ARE MERELY GUIDELINES!
Go against them if it means better design.
Ask: how do you design consistently?