UNESCO Cities of Design


“Keep it simple, stupid” principle states that most systems work best if they are kept simple rather than made complicated; therefore, simplicity should be a key goal in design. 

2) Hick’s Law

Hick’s Law predicts that the time and the effort it takes to make a decision increases with the number of options. 

3) As Little as Possible

Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials.

4) Aesthetic

The aesthetic quality of a product is integral to its usefulness because products we use every day affect us and our well-being. But only well-executed objects can be beautiful.


The IKEA effect is a cognitive bias that can influence the outcome and perceived value of products to a big degree. People tend to place a high value on products they partially have created. 

6) White Space

White space or negative space is simply unmarked space in the design. Using white space evenly makes the content in the design easily scannable and significantly improves legibility. 

7) Long-lasting

Good design avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throw-away society. 

8) Proportion 

Proportion signals what’s important in a design and what isn’t. Larger elements are more important, smaller elements less so.