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Universal Principles of Design, Revised and Updated: 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach through Design Flexibound – January 1, 2010
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Universal Principles of Design, Revised and Updated is a comprehensive, cross-disciplinary encyclopedia covering 125 laws, guidelines, human biases, and general considerations important to successful design. Richly illustrated and easy to navigate, it pairs clear explanations of every design concept with visual examples of the ideas applied in practice. From the 80/20 Rule to the Weakest Link, every major design concept is defined and illustrated.
Whether a marketing campaign or a museum exhibit, a video game or a complex control system, the design we see is the culmination of many concepts and practices brought together from a variety of disciplines. Because no one can be an expert on everything, designers have always had to scramble to find the information and know-how required to make a design work—until now.
Just a few of the principles that will broaden your design knowledge, promote brainstorming, and help you check the quality of your work:
- Baby-Face Bias
- Expectation Effect
- Golden Ration
- Ockham's Razor
- Proximity
- Scaling Fallacy
The book is organized alphabetically so that principles can be easily and quickly referenced by name. For those interested in addressing a specific problem of design, the principles havealso been indexed by questions commonly confronting designers (How can I help people learn from my design? How can I enhance the usability of a design? How can I make better design decisions? ...).
Each principle is presented in a two-page format. The left-hand page contains a succinct definition, a full description of the principle, examples of its use, and guidelines for use. Side notes appear to the right of the text, and provide elaborations and references. The right-hand page contains visual examples and related graphics to support a deeper understanding of the principle.
This landmark reference is the standard for designers, engineers, architects, and students who seek to broaden and improve their design expertise.
- Print length272 pages
- LanguageEnglish
- PublisherRockport Publishers
- Publication dateJanuary 1, 2010
- Dimensions8.8 x 0.5 x 10.25 inches
- ISBN-101592535879
- ISBN-13978-1592535873
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From the Publisher
Universal Principles of Design, Revised and Updated:
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26 Anthropomorphic FormA tendency to find forms that appear humanoid or exhibit human-like characteristics appealing. The Method Dish Soap bottle designed by Karim Rashid put the Method brand on the map. Though not free of functional deficiencies (e.g., leaking valve), its abstract anthropomorphic form gave it a sculptural, affective quality not previously found in soap bottles. Contrast it with its disappointing replacement. |
62 Contour BiasA tendency to favor objects with contours over objects with sharp angles or points. From top left to bottom right, the Alessi il Conico, 9093, 9091, and Mami kettles arranged from most angular to most contoured. At the extremes of this continuum, the il Conico will be most effective at grabbing attention, and the Mami will be most liked generally. The 9093 and 9091 incorporate both angular and contoured features, balancing attention-getting with likeability. Historically, the il Conico and 9093 are Alessi’s best-selling kettles. |
120 Hick’s LawThe time it takes to make a decision increases as the number of alternatives increases. The Hick’s Law equation is RT = a + b log2 (n), where RT = response time, a = the total time that is not involved with decision making, b = an empirically derived constant based on the cognitive processing time for each option (in this case 0.155 seconds for humans), n= number of equally probable alternatives. For example, assume it takes 2 seconds to detect an alarm and understand it’s meaning. Further, assume that pressing one of five buttons will solve the problem caused by the alarm. The time to respond would be RT = (2 sec) + (0.155 sec)(log2 (5)) = 2.36 sec. |
168 Not Invented HereA bias against ideas and innovations that originate elsewhere. In 1982, the Sinclair ZX81 was licensed to Timex for resale in the United States as the Timex Sinclair 1000. The computers were identical except for the name on the case and minor motherboard differences. Sales were strong. With subsequent models, however, NIH syndrome inclined Timex to introduce more and more changes. Eventually, the product divergence created issues of software compatibility — costs went up, sales went down. Timex dropped out of the computer market in 1984. |
Editorial Reviews
About the Author
William Lidwell is the Chief R&D Officer at Avenues: The World School, where he leads teams tasked with conducting research in education and the learning sciences; the development of new educational curricula, programming, and technologies; and the architecture and design of new campuses around the world. The co-author of Universal Principles of Design and The Pocket Universal Principles of Design, he has written other books in a variety of disciplines, including design, education, and management. His online lectures on the psychology of color are available at TheGreatCourses.com, and his online courses on the universal principles of design and logo design are available at LinkedInLearning.com. He lives in Houston, Texas.
Kritina Holden is a Human Factors Technical Fellow with Leidos at the NASA Johnson Space Center. She has over thirty years of experience working in the area of Human Factors, with a focus on human-computer interaction (HCI), human-centered design, and usability. She has served as Principal Investigator for several NASA-funded research efforts, including studies onboard the International Space Station. She is also a subject-matter expert for all of the major spaceflight programs. Tina received her Ph.D. in Engineering Psychology from Rice University. She lives in Houston, Texas.
Jill Butler is the founder and president of Stuff Creators Design, an interaction design consultancy. She has over twenty years of experience designing, teaching, and consulting in the areas of graphic design, information design, and typography. She has designed covers, layouts, and typography for more than a hundred published novels and children's books, and more websites than she can count. Her current focus is the UI/UX design of global online K-12 learning systems. Her online courses on the universal principles of design and typography are available at LinkedInLearning.com. She lives in Houston, Texas.
Product details
- Publisher : Rockport Publishers; Updated edition (January 1, 2010)
- Language : English
- Flexibound : 272 pages
- ISBN-10 : 1592535879
- ISBN-13 : 978-1592535873
- Item Weight : 2.06 pounds
- Dimensions : 8.8 x 0.5 x 10.25 inches
- Best Sellers Rank: #128,863 in Books (See Top 100 in Books)
- #219 in Graphic Design Techniques
- #429 in Commercial Graphic Design (Books)
- #453 in Design & Decorative Arts
- Customer Reviews:
About the author
Will writes, speaks, and consults on matters of design and engineering psychology. He is particularly interested in cross-disciplinary design and the means by which organizations achieve and institutionalize innovation. He is a Stuff Creator in residence at Stuff Creators Design Studio and a Lecturer of Industrial Design at the University of Houston. Follow Will on Twitter at www.twitter.com/williamlidwell.
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An easy to use, high level reference of various design principles. A good reference for students, designers, user interface experts or anyone involved in creating, maintaining or managing a product. The language is concise, the principles are presented in an easy to understand manner.
Each principle is summed up at the highest level in the subtitle with a more detailed description in the body. A list of related principles is included and in some instances visual aids. Footnotes are at the bottom of each section.
The hardcover is an attractive book with the blue spine being a glossy finish and the white part being matt. The paper is a medium weight with a nice feel and a matt finish.
The Kindle version faithfully follows the book but has the added benefit that e-books have such as search, contents viewable alongside page views, bookmarks, highlights, links, notes etc. which of course makes it much more effective as a reference.
I generally use the Kindle version more often on my laptop where the reader is in color and there is greater viewing space for graphics. When reading it on the Kindle Paperwhite the experience is still enjoyable but not to the same level.
Pros:
- Covers a wide range of design principles
- Information is presented in an effective way
- Text is concise and clearly written
- Related principles are presented for further study
- Graphics are informative and directly demonstrate the principle
- Hardcover is attractive and has a nice feel to it
Cons:
- For the hardcover there could be a quicker way to look up principles. The contents do a good job however something like tabs might help for quicker reference without having to return to the contents page
- For the Kindle version, the graphics and illustrations often fall well below the text and so lose some of the effectiveness they have in the hardcover edition where they are easily viewed alongside the text.
That's less than half-kidding. I was introduced to this book via a professor a couple of years ago. We had regular assignments where we had to use certain design principles for our assignments. We were using individual pages, so we were only exposed to around 30 of the 125 contained in this book. But man did it help me. It will really challenge your perceptions of design and encourage you to think critically and intentionally. Now by that, I don't mean this book is some informative how-to. It's strictly set up to give you a principle, the definition, and several clear examples. The best part is that these principles are not only universal, but also immortal. They aren't theories or things that can be disproven. They're principles that you'll be using 5, 20, 50 years from now (assuming you're still designing then...). So do yourself a favor and get this book.
Reviewed in the United States on October 21, 2017
Befitting a book on design, the book itself is well designed. Each principle is summarized in a single page, and the face page shows examples of the principles in action, or being violated.
Don't read it at a sitting. Read ten or twelve of them and give them some time to digest. But definitely get through all of them. You'll never think about design of the products and software you use the same way.
I bought this because I found Typography Essentials, by the same publisher, so interesting.
Top reviews from other countries
Ich weiß zwar nicht, ob es wirklich was gebracht hat, aber ich bilde mir gerne ein, dass ich seitdem intuitivere Benutzeroberflächen designe^^