Design with intention. There is nothing worse than a solution without a problem. Identify a challenge, dig deep to really understand it (through observation and conversation), then start working toward a solution. Good design is rooted in purpose. And be flexible!
Users are people, too. From enterprise to consumer products, your user is a person; treat them as such. People enjoy simplicity, delight, and immediate satisfaction. Give the people what they want (while solving for what they need 😉)!
The Devil is in the details. Literally. Like a Seurat painting, each pixel is important, but you can’t lose sight of the big picture.
Be flexible! Adapt to your users, the market, and evolving technologies & platforms. No design should be set in stone. There is always room for improvement.
So fresh and so clean. I'm not really a fan of even numbers, so I thought I would add a fifth. Keep it fresh, and keep it fun!