# 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.