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Our principles are the practical, stern, opinionated standards that guide decision making. They reinforce our core values and help decisions move in a consistent direction.

Provide the path of least resistance

Consider the system a toolbox, not a rulebook. Our design system aims to provide tools and information to enhance what has been built, not to control it.

The goal is cohesion, not consistency

We aim for consistency, usability, accessibility, and efficiency. But the primary goal isn't enforcing consistency. Efficiency leads to consistency naturally in a user-friendly, empowering system. Don't prioritise consistency over usability, it can lead to stagnation.

Think inclusively

Accessibility is an integral part of creating a design system, not a last-minute check. Inclusivity is crucial for creating successful, ethical products that can be scaled. We have the opportunity to make accessibility a fundamental standard for design, development, and content strategy.

Justify every addition

It’s very easy to add. It’s almost impossible to remove. Therefore, every addition should be justified. It's a delicate balance, but complexities added to the foundation of a design system can become difficult to change once users are accustomed to them.

Default to openness

We should share what we’re doing whenever we can. Building our services transparently increases their visibility and accountability and makes us push towards higher quality.

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