From design, principles to design conversations: A way to actually help us designers to talk about what really matters.

Lots of design firms have design principles. They take their time to make them, discuss them, and find the exact words to reflect and convey the perfect design intentions, but do we really use design principles while designing? for example, if we used the principle of economically viable, or desirable, do we actually think about these things while placing a button, a call to action, or think about our UX writing phrasing in this way?

This is a problem with principles, they are often in a form that is not helpful, creating big overarching statements that feel more like commandments than anything else, because the way they are described is like immutable statements, and immutability does not get along so well in an ever-changing world where framing and reframing lead to new perspectives and visions of the world we ought to live in.

Immutable statements don’t make a difference, they are like a north star that is never reached and probably doesn’t apply to the everyday context or design processes.

Today principles have kind of become a replacement for mission statements and values, which are aspirational. Mission statements tried to build a bridge between users and companies, tried to…