Universal Principles of Design is far less academic and objective than it proports. For example, if I had based one of my principles on an example I would have researched it beyond merely using internet heresay (DVORAK v. QWERTY, for example). That's not to say it isn't enjoyable, as the text itself is neat, modernist, clean and is, at times, interesting and informative. However, Universal Principles of Design lacks the academic depth needed for usability and never extends beyond introductions and formalities. The book is something that aspires to belong more on the coffee table as a chic relic of interest in design than as a usable, practical text to earmark, underline in, and really utilize as a day to day guidebook.


Concise and Complete   December 15, 2003
 57 out of 61 found this review helpful

This is the **most essential design book** I've had the pleasure of learning from. If there was only one book I could only recommend to design students or for client education, this would be it! The organization of the book follows it's own principles, the content is specific and accurate, and it cites and gives credit where due (also promoting deeper study of a subject/concept). I truly value it because of the quality summaries of design principles I've learned elsewhere consolidated into one book. The ONLY thing I would change about the book is to use a Serif typeface on the body texts for better readability.
Excellent writing, excellent topical content, and excellent diagrams and examples.

My compliments to the authors, as well as Rockport (whose books I usually despise for lacking substance despite their nice graphics).


What design ? What principles ?   March 20, 2006
 46 out of 74 found this review helpful

Don't even think it's a book about DESIGN PRINCIPLES.

The better name for it would be "100 assorted facts from all over you may want to know". The authors acknowledge that by writing in the introduction:

Quote from page 10:
"The concepts in this book, broadly referred to as "principles," consist of laws, guidelines, human biases, and general design considerations."

So, broadly referred to as "principles," eh ? Why not "fundamental laws of nature and humanity" ? The only thing that ever came close to being a DESIGN PRINCIPLE was the "Occam Razor".

And why would a book on design principles have design flaws in itself ? Sure, there are delighted reviews below saying "The book itself is a piece of art" and such, but let's take a closer look.

The first thing you note when you take it is its unusual format. Aha ! (you think), the unusual sides ratio probably has to do with the "Golden Section", to increase attractiveness for free. Guess what, you are right (see page 96). This already violates the "Form Follows Function" principle. Ok, I can see there could be other reasons - the book sticks out on the shelf all right, and wider pages allow for squeezing more text on them.

And there comes more deficiencies. Because of the big idea of having each principle to occupy a two page centerfold (text on the left, pictures on the right), all the text has to be put on a single page. This implies that the base font is small (about 9 points), and the sidebar font is even smaller. This violates the "Accessibility" principle. On top of it, it's printed on glossy paper, which (guess) reflects the light. This makes the book readable only in certain light conditions.

On the principles themselves. These are no principles, but rather a peculiar facts from many areas - from visual and computer interface design to math and iron construction. They would take a lot of thinking to become principles. How about this imaginary example:

* Principle of aboveness: if one thing is above the other, it's perceived as better.
* Principle of belowness: if one thing is below the other, it's perceived as worse.
* Principle of levelling: if two things stay beside on the same level, they are perceived as equal.

3 design principles right there, not bad huh ?

If you haven't been taught math, the normal distribution (aka bell curve) would make a nice design principle, no ? Or, in case you would want to build the next Eiffel tower - what more would you need to know except for the "Structural Forms" principle which says that in building there are solids, frames and tubes ?

So I believe the key problem here is that design has many meanings - it's the process and it's the result and in broadest meaning it's everything people do, so there is one design per discipline. So, which one is discussed here ? No answer.

All in all, it's not a book on design principles, it's a very cool illustrated album you can brag to your immediately envious friends.


At last a book about design not focussed on aesthetics   July 28, 2004
 21 out of 21 found this review helpful

The problem, it seems, as manifested by places like The Design Museum, is that the concept 'design' has become equated with appearance. This narrow perspective allows designers to shirk the responsibilities they have to end users in the design process. All too often a newly graduated designer will seek to stamp their personality or ideas on a product, flagrantly disregarding the basic principles of design.

In one fell swoop, this book destroys any excuses designers may have. It is itself an elegant, highly accessible and successful example of good design. Each concept is covered in narrative, by reference and by example(s).

From Occam's Razor, Affordability, Hick's Law to many areas not immediately obvious, the breadth of the book is wonderful, and no subject is anything other than easily understood.

This coverage is no mean effort, and the beneficiaries cross all industries.

Mandatory reading and reference for anyone who calls themselves a designer.




Not A Design Book...a LIFE BOOK!   August 2, 2004
 20 out of 20 found this review helpful

This isn't a book about design, it's a collection of distinctions revealing the human experience. I've already used many of them to improve my marketing materials, my websites, how I speak to clients, and how I relate to the world. It's a just a wonderful ontological exploration. The wonderful references alone justify the cover price.