<Meta title="Principles" />

# Design principles

A set of considerations that guide our design process and decision-making.

## Our principles

### Less is more

Be concise. Make it readily understandable and unobtrusive. Our design language is
unburdened by decoration. Focus on the essential through iteration and reduction.

### Deliberate typography

Our content is augmented by strong typography. Create contrast with different
weights and letterforms. Use complimentary sizes and leading to ensure legibility.
Avoid excessive or arbitrary styles. No detail is too small.

### Visual harmony

We strive for visual and conceptual balance. Our grid system supports recognisable
patterns through symmetry and proximity. Our colour palette is considered and
restrained. Imagery is purposeful, adding context and emotion to a story.

### Clear wayfinding

Well-structured paths guide people through our products. Landmarks help them move
forward. Keep journeys focused by not including more options than necessary. Our
wayfinding relies on clear visual affordances that ensure an element’s function is
obvious.

### Intelligence and wit

Our design language is clear but not dry. A bit of provocation can make an
experience more rewarding. Thoughtful and creative interactions increase
engagement.

### Recognisable consistency

Consistency across our products is vital for providing a reliable customer
experience and upholding a strong brand reputation. Across all mediums, our
audience deserve the same high standard of quality in design as our journalism.