Universal Principles of Design | Courses
The Universal Principles of Design provide ways to enhance usability, influence perception, increase appeal, make better design decisions, and teach through design. These key principles are articulated in two books: The Universal Principles of Design (2nd Edition) and The Pocket Universal Principles of Design.
Universal Principles of Design, design, architecture, William Lidwell, Kritina Holden, Jill Butler, Rockport Publishers, UPOD
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The 33 Laws of Typography title screen

The 33 Laws of Typography

Typography, done right, can enrich any message, making it beautiful and easy to understand. In this course, Jill Butler distills her many years of teaching and design consulting into 33 laws of typography. These laws are the details that designers can overlook or, in some cases, never learned, but that make for stronger compositions. Here these rules are broken down into five categories: documents, large bodies of text, small blocks of text, punctuation, and typefaces. Dive into any section to start learning how to put these principles into action in your own designs.

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The Science of Logo Design title screen

The Science of Logo Design

Logo design requires artistry, but did you know your logos can also benefit from science? William Lidwell introduces the whys behind well-known guidelines and even debunks a few outdated design myths along the way. He reviews the 4 principles that make a logo ARMM’d for use: attention, response, meaning, and memory. Use these tips to bring scientific rigor to your logos and start designing on evidence, not industry hearsay.

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Becoming Leonardo title screen

Becoming Leonardo: How Great Designers Think

How do great designers think? Imagine if you could crawl inside the minds of great designers to see what makes them tick: how they go about solving difficult problems, how they deal with adversity, and how they ultimately pull it all together to create successful design. What would you see?

Author and designer William Lidwell discusses his research exploring the top 10 defining heuristics—the cognitive strategies used to make decisions and solve problems—employed by great architects, designers, engineers, and innovators that enable them to achieve breakthrough design.

These heuristics turn out to be as counterintuitive as they are compelling, and contradict much of the prevailing wisdom of design thinking and user-centered design. By understanding, practicing, and ultimately mastering these heuristics, you will be on your way to becoming a modern-day Leonardo.

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How Colors Affect You: What Science Reveals title screen

How Colors Affect You: What Science Reveals

With How Colors Affect You, you’ll get a beautiful new perspective on color—one rooted in credible scientific knowledge and not popular myth. Once the curtain has been pulled back to show the myriad ways color truly shapes your life, you’ll never look at the world in the same way again.

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