*为所有设计师提供的一站式参考书与资源宝典

*详解常用设计概念，配以图示实例

*跨学科跨领域的设计思想、解决方案与创新思维

*涵盖平面设计、建筑设计与用户界面设计各领域核心理论

不论是举办营销活动、设计海报、筹划博物馆展览、设计计算机游戏，还是更复杂的控制系统的设计，我们看到的 最终设计作品实际上是诸多设计领域里的概念与实践的融合。直到今天，仍然没有人能做到对这些领域全部精通，因此设计师要设计一个作品，就要在各领域不断搜寻和借鉴。

而本书是第一部跨越各专业领域的设计著作，图片丰富，使用方便。用清晰易懂的语言解说设计概念，且配有将概念用于实践的图示实例。从“80／20法则”、“意元集组”、“娃娃脸偏见”、“奥卡姆剃刀”、“自相似性”到“讲故事”等通用法则。读者可从这125条法则中，快速地吸收宝贵经验，避免致命错误，开启更多、更好的沟通与创意。

这本重要的设计法则书，是设计师、工程师、建筑师，以及正在学习设计专业的学生的必备工具和实用宝典。任何一个读者都可以通过这本书看懂设计的门道，培养出判断“好设计、好物件、好视觉如何好”的眼光与能力。

自2003年初版以来，受到全世界三十多个国家近百万读者的信赖。这是十年来首次更新的版本，对第一版的内容的进行了大量的充实与修改，新增了25条法则。

本书官网：www.universalprinciplesofdesign.com

Foreword

Courses in psychology and anthropology were glaringly absent from my undergraduate and graduate design education. Indeed, a deeper understanding of human behavior and a scholarly approach to design were almost entirely overlooked. I left college with considerable knowledge in form making and very little knowledge in understanding human perception and meaning making.Universal Principles of Design is a resource that helps to fill in some of the gaps, dispel myths, and give sound reasons for much of what is felt intuitively, and yet not fully understood.

For years I’ve been a fan of the HGTV house buying-fixing-renovating shows on TV, and I’ve never seen one person express a desire for low ceilings, rooms with small windows, or a bad view. Universal Principles of Design guides the designer toward the reasons that people love high, expansive ceilings—the Cathedral Effect—and big windows with beautiful nature views—the Biophilia Effect. And who would have guessed that high ceilings promote creativity and that views of nature are restorative to the sense of well-being?

I’ve never really had reasons as to why some products resonate with many people and others don’t, nor did I know that there’s a method to calculate the human response. Intuitively, I’ve always felt that good design coupled with good quality trumped all, and although those two qualities are a big part of the picture, there’s much more to consider in the deeper underlying symbols and meanings. Propositional Density looks at meaning in terms of analogies of shape, meaning, and supposition. It gives the designer the ability to calculate the product design’s capability to resonate with people. Maybe even more importantly, it gives the designer a way to communicate with a client in terms of supporting the choices that have been made for the design.

Universal Principles of Design brought me to a deeper understanding of the human equation in design. There’s so much more to design than what meets the eye in surface styling. Human motivation is mysterious and tied to subconscious instincts, perceptions, and influences. Universal Principles of Design reveals
the driving forces behind human motivation and brings the designer to an understanding of the intuitive. These principles aren’t guesswork. They’re real, based on sound research, and they work.