Whether a marketing campaign or a museum exhibit a video game or a complex control system the design we see is the culmination of many concepts & practices brought together from a variety of disciplines. Because no one can be an expert on everything designers have always had to scramble to find the information & know-how required to make a design work-until now. Universal Principles of Design is the first comprehensive cross-disciplinary encyclopedia of design. Richly illustrated & easy to navigate it pairs clear explanations of every design concept with visual examples of the concepts applied in practice. From the 80/20" rule to chunking from baby-face bias to Occams razor & from self-similarity to storytelling every major design concept is defined & illustrated for readers to expand their knowledge. This landmark reference will become the standard for designers engineers architects & students who seek to broaden & improve their design expertise."