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Design must flow from customer demand/desires.

And 90% of design is just "correctly assigning priority" to elements and actions.

If you know what is important (and what is less important) you use...

- white space (more whitespacce = more important)

- dimension (larger = more important)

- contrast (higher = more distinct)

- color (brighter = more important)

... to practically implement the decided priority.

How to validate you have implemented priority correctly?

Just ask a few people what do they see first, second, third, etc in a page.

If you designed it right - their eyes will see things exactly in the order you expected them to.

In short - "design is guiding user's senses in the most prioritized manner to the user in achieving their goals"

In our startup - we call this the "PNDCC" system (priority, negative space, dimension, contrast, color).

There are a few more tricks to make it even more powerful - but as I said - just getting these right puts you in the top 10%



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