Whether a marketing campaign or a museum exhibit, a video game or a complex control system, the design we see is the culmination of many concepts and practices brought together from a variety of disciplines. Because no one can be an expert on everything, designers have always had to scramble to find the information and know-how required to make a design work—until now. Universal Principles of Design is the first comprehensive, cross-disciplinary encyclopedia of design. Richly illustrated and easy to navigate, it pairs clear explanations of every design concept with visual examples of the concepts applied in practice. From the "80/20” rule to chunking, from baby-face bias to Occam's razor, and from self-similarity to storytelling, every major design concept is defined and illustrated for readers to expand their knowledge. This landmark reference will become the standard for designers, engineers, architects, and students who seek to broaden and improve their design expertise.
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About the Author
William Lidwell is a partner and chief research and development officer at the Applied Management Sciences Institute (AMSI) and an engineering and design consultant with Stuff Creators Design Studio. He lives in Houston, Texas
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6 of 6 people found the following review helpful
Format:Paperback
The second edition of Universal Principles of Design contains 125 principles which apply across a wide range of aspects of design, from buildings to brochures and from aircraft to software. These are not all the principles of design which exist, nor are all of them even true (the authors point out where a principle is well-known, but little evidenced), but they are all challenging, significant (even if incorrect) and applicable in different disciplines. Whether you are a graphic designer, branding specialist, architect, interior designer, process manager or software engineer -- to name but a few -- this book helps apply principles from other trades to yours, and also helps to be confident that a great visual idea is not going to create problems when, for example, it's applied in another area.
From my point of view, this book is exceptionally useful for anyone in branding, because brands are all pervasive and impact on a wide range of applications and processes which might not be well understood by the team coming up with the brand. I suspect that the book is also very useful to people coming from the opposite direction, wondering how their architectural or process decisions will mesh with an organisation's overall brand.
It's also great fun, because the cross-connection of disciplines which are usually kept separate is itself a creative and refreshing experience.
I wish I had had this book ten years ago.
From my point of view, this book is exceptionally useful for anyone in branding, because brands are all pervasive and impact on a wide range of applications and processes which might not be well understood by the team coming up with the brand. I suspect that the book is also very useful to people coming from the opposite direction, wondering how their architectural or process decisions will mesh with an organisation's overall brand.
It's also great fun, because the cross-connection of disciplines which are usually kept separate is itself a creative and refreshing experience.
I wish I had had this book ten years ago.
2 of 2 people found the following review helpful
By Oranges
Format:Paperback
I am pleased with this purchase. There is a lot of information in it that I will use in my work of designing illustrations for books and products. I thank the other reviewers who have described it well.
2 of 2 people found the following review helpful
By Thomas Riis
Format:Paperback
Good book - a very priceless overview of design principles. Nice to have highlights of design principles in one place.
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Most Recent Customer Reviews
5.0 out of 5 stars
Awesome book! Not just for designers
This book is something one reads over and over and over again, pick it up read one or to principles let it soak, rince and repeat! Read more
Published 17 days ago by pn
5.0 out of 5 stars
A great primer on design principles
Anyone interested in design should buy this book. It is well laid out and provides clear examples of the principles that are included.
Published 2 months ago by Tanveer Raja
5.0 out of 5 stars
Very interesting
As a person intested in design in general (hobbyist), I would recommend this book to anyone interested in learning some of the basic principles of design. Read more
Published 15 months ago by N. Milatos
4.0 out of 5 stars
Design for the future
I dipped into this book in Truro, but replaced it thinking that had limited uses to the layman, even though I am very interested in art and design. Read more
Published 19 months ago by paperbackreader
5.0 out of 5 stars
A fantastic reference for designers and non-designers alike
Universal Principles of Design (UPD) sets out to provide, in this revised and expanded edition, overviews of 125 design principles and it does an admirable job. Read more
Published on 28 Feb 2011 by Edward Lynch
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