Everyone should be able to view and use the web. Don’t exclude people by making bad decisions.
Keep it simple stupid. The mother of all design principles still applies to the web.
The web is built on patterns. Rely on familiarity and avoid breaking expectations.
Data is a powerful tool, but just like any tool, it can be abused. Gather and utilize qualitative and quantitative data and constantly strive to improve processes.
The web is an ever-evolving platform, and web design is never finished.
The web is about information. Make it easy to find and stay out of the way.
The web thrives on the speed of information. Make things faster not slower.
And as little code as possible.
Infinitely inspired by Dieter Rams: https://www.vitsoe.com/us/about/good-design