A list of positive adjectives can leave a team with no way to choose between competing proposals. A useful design principle explains what should guide a difficult decision.
IDEO.org describes recognising design principles that emerge as ideas develop. IDEO.org Design Kit — Design Principles.
Test it against a choice
For a character concept, ask how the principle would influence a trade-off between a clearer expression and another decorative feature. If it cannot change the discussion, its wording may be too general.
Preserve the reasoning
Connect the principle to the relevant learning and explain any approved exception. Do not treat it as a substitute for safety, rights or technical requirements. The aim is consistency in design reasoning, not a slogan that automatically approves every preferred option.
Source reviewed 25 October 2026. Interpretation and original diagrams: PLUSHIP / Qunhe. Examples are illustrative.
Related reading
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Map Who Can Influence a Character-Design Decision