Universal Principles of Design

The principles are arranged alphabetically, and each occupies a two-page spread: on the left, a concise explanation of the principle, its origins and how to apply it, with key references; on the right, photographs, diagrams and examples showing it in action. Entries range from familiar ideas such as the golden ratio, the rule of thirds and the Pareto principle to usability laws about how quickly people can find and reach things on a screen.

Other entries draw on psychology and perception, such as the ways the eye groups shapes, how people form mental models, why first impressions matter and how stories and faces attract attention, while some come from engineering and architecture, such as redundancy, safety factors and wayfinding. The writing is clear and brief, and the design of the book itself is attractive. Because each entry stands alone, it can be read in any order.

Practical, inspiring and endlessly browsable, a reference many designers keep on their desks. Newer editions add more principles, but the revised edition remains an excellent starting point. About 272 pages in the Rockport paperback, the revised and updated second edition.