Loud software asks for attention all day: badges, banners, pop-ups and tips competing for the same few seconds. Quiet software waits until you need it.

Remove before you add

Before designing a new feature, try deleting an old one.

Every element you remove makes the remaining ones easier to see.

Let motion explain, not decorate

Animation is useful when it shows where something came from or where it went. If it only looks nice, it is probably slowing someone down.