Creativity: Creative designs capture attention, but the true art lies in balancing creativity with familiarity, ensuring users feel intrigued yet comfortable.

Simplicity: Embrace simplicity; every element in your design should serve a purpose, as clutter can obscure the message and hinder the user experience.

Consistency: Consistency in design breeds familiarity; it ensures the user feels at home across various parts of your interface, building trust and ease of use.

Engagement: An engaging design is like a good conversation; it keeps the user interested, responds to their actions, and encourages them to come back for more.

Guidance: Design should not just please the eye but also lead the user, providing clear pathways and cues for what they should do next.