Clarity The user knows knows what they’re looking at The user knows where they are User knows what they can do Fast scanning/understanding Communication is as simple as it can be Coherent visual design Coherent interaction design No deceptive patterns Visual design helps user understand what’s expected of them Good layout Alignment Proximity/grouping Visual hierarchy Not too much stuff in any one view Spatially associated areas Control effect hierarchhy Spatial consistency Helpful animations Natural or meaningful animations Animations that suit the interaction used to cause them

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