设计原则

扎实的原则是任何运行良好的系统的基础。在本章中，我们将讨论有效设计原则的品质，并探讨定义它们的一些方法。
_
前面我们讨论了在设计界面时从产品的目的和精神入手的重要性。明确目的是最重要的，因为所有其他决定都应由它来决定，即使是间接的也是如此。

Earlier we talked about the importance of starting with the purpose and ethos of the product when designing the interface. Having clarity on the purpose is paramount because all other decisions shouldbe shaped by it, even if indirectly.

我们如何确保通过设计体现产品的目的？答案是通过建立一些基本的价值观和原则。

How do we make sure that the purpose of the product is manifested through design? By establishing a few ground- ing values and principles.

在某些公司中，尤其是在早期，很难阐明共享的准则。设计原理并不是可以测量和量化的东西，定义它们可能需要花费一些迭代。

In some companies, especially early on, trying to articulate shared guidelines can be hard. Design principles are notsomething that can be measured and quantified, and defin-ing them can take a few iterations.

确切的原则可能还有些混乱。根据公司的不同，他们可能更关注品牌，团队文化或设计过程。 Pinterest的原则更注重品牌（“清醒”，“动画”，“坚不可摧”），而在英国的政府数字服务（GDS）中，它们的重点更多放在团队的运作方式上（“少做点事”，“迭代。然后再次迭代”）。

There might also be some confusion about what principles are exactly.Depending on the company,they can be more focused on the brand, the team culture, or the design process. The principles at Pinterest are more brand- focused (“Lucid,” “Animated,” “Unbreakable”), whereas at the UK’s Government Digital Service (GDS) they’re directed more at how the team operates (“Do less,” “Iterate. Then iterate again”).

对于特定的项目，有时会在有限的时间内使用原则。设计师Dan Mall喜欢在每个项目开始时写一份“设计宣言”，以确保明确表达创意方向和目标。在其他情况下，原则会更持久，并且其传承成为公司精神的一部分。以杰克·丹尼尔（Jack Daniel）的“自信”，“独立”和“诚实”价值观为例，这些价值观在上个世纪一直保持不变。

Sometimes principles are used for a limited time, for a specific project. Designer Dan Mall likes to write a “design manifesto” at the start of every project, to make sure crea- tive direction and objectives are clearly expressed. In othercases, principles are more long-lasting, and their heritage becomes part of the company ethos. Take Jack Daniel’s values of “confidence,” “independence” and “honesty,” which have remained the same for the last century.

较大的公司可能会针对用户体验，品牌和设计系统设置不同的原则。此外，公司中的每个团队也可能有自己的团队原则。尽管这对某些人有用，但其他人却发现拥有多套准则可能会导致设计系统的碎片化。

Larger companies might have separate sets of principles for the user experience, the brand and the design system.5 Addi- tionally, each team working in a company might alsohave their own team principles. While this works for some, others can find that having multiple sets of guidelines can contribute to a designsystem’s fragmentation.

1 http://smashed.by/pinterestredesign
2 http://smashed.by/govukprinciples
3 http://smashed.by/whatdoimake by Dan Mall
4 http://smashed.by/jack by Avi Dan
5 Google has well known broad-brush design principles such as “Focus on the user and all else will follow,” and a more specific set of principles for its material design language, such as “Motion provides meaning.”

在企业软件公司Atlassian，营销和产品原理最初有所不同。随着时间的流逝，团队将他们拉近了距离，他们现在正在制定一套统一的原则，目标是要有一个共同的理念来弥合营销，产品和支持学科之间的鸿沟。
这是一个系统。原则是连接点。— Atlassian设计总监JürgenSpangl

At Atlassian, an enterprise software company,the principles for marketing and for the product were initially different. Over time, the team brought them closer together, and they are now working on a unified set of principles, with the goal of having a shared philosophy to bridge the gap between the disciplines of marketing, product and support. It is one system. The principles are there to connect the dots.”> — Jürgen Spangl, head of design, Atlassian
Atlassian并非针对不同的团队和系统的各个部分制定一套单独的原则，而是希望拥有一些关键的价值，例如“大胆”，“乐观”和“务实，眨眼”，贯穿于所有接触点。 Atlassian产品的客户之旅。尽管这些值在整个旅程中都是相同的，但在不同的阶段，它们的强度不同。 Instead of having a separate set of principles for different teams and parts of the system, Atlassian aims to have a fewkey values — such as “Bold,” “Optimistic” and “Practical, with a wink” — going across all the touchpoints in the cus- tomer journey of Atlassian products. While those values are the same throughout the journey,they are not represented with the same level of intensity at different stages.

该网站的销售和营销区域有很多“醒目”之处，以展示产品并帮助人们理解其价值。但是，一旦您了解产品本身和支持领域，经验就会更多地涉及完成工作并确保人们能够尽可能高效地工作。因此，降低了胆量，提高了“实用”价值。正如Atlassian的设计经理Kevin Coffey指出的那样：“没人想要一个大胆的支持页面。”

There is a lot of “boldness” in the sales and marketing areas of the site, to showcase the products and help people under-stand their value. But once you get to the product itself and support areas, the experience becomes more about getting the work done and making sure people are able to be as effective as possible. So the boldness is toned down and the “practical” value is shifted up. As Kevin Coffey, design man- ager at Atlassian noted: “Nobody wants a bold support page.”

有效设计原则的品质

设计原则的方法对于每个公司都是唯一的，并且可以采取多种形式。原则可以是更高的原则，也可以是更细粒度的，暂时的或持久的原则。重要的是，他们在统一设计思想和在团队中分配创意方向方面的效率如何。在本书的上下文中，设计原则是共享的准则，这些准则捕获了良好设计对团队的意义的实质，以及有关如何实现的建议。换句话说，关于在您的组织和产品中构成良好设计的商定标准。

Approaches to design principles are unique to every com- pany and can take many forms. Principles can be overar- ching or more granular, temporary or long-lasting. What matters is how effective they are at unifying design think- ing and distributing creative direction in the team. In the context of this book, design principles are shared guidelines that capture the essence of what good design means for the team,and advice on how to achieve it; in other words, agreed criteria for what constitutes good design in your organization and for your product.

无论采用哪种方法，有效的准则通常都具有这些共同点。

Regardless of your approach, effective guidelines typically have these qualities in common.

1.他们是真实可信的

我确定您熟悉以下原则：“简单。有用。愉快。”它们无处不在，我们无处不听。毫无疑问，设计精良的产品遵循一组特定的通用原则（例如，以Dieter Rams的十项良好设计诫命为例）。但是应该给定这样的质量-应该通过设计来完成-以及其他问题，例如可访问性和性能。

I’m sure you’re familiar with these principles: “Simple. Use- ful. Enjoyable.” They are ubiquitous, we hear them every- where. There’s no argument that products that are designed well follow a certain set of common principles (take Dieter Rams’ ten commandments of good design, for example). But qualities like these should be a given — they should be done by design — along with other concerns, such as accessibility and performance.

我还没有看到一种消费数字产品，其原理中包含“复杂”，“无用”和“令人痛苦的协作”。

I’ve yet to see a consumer digital product which has “Complex,” “Useless,” and “Painful to work with” among its principles.

知道您的产品应该有用并且令人愉悦并不会对指导您的设计决策产生巨大帮助，因为可以通过多种方式来解释这些质量。和您的产品。创新意味着什么？什么时候认为设计有用？您怎么知道它真的很有趣？好的设计原则定义了可以用不同方式解释的质量，并将其基于特定产品的环境。

Knowing that your product should be useful and enjoyable is not going to be hugely helpful in guiding your design decisions, because these qualities can be interpreted in a variety of ways.What would make them more helpful is knowing exactly what those words mean to your team and your product. What does innovativeentail? When is a design considered useful? How do you know if it’s really delightful? Good design principles define qualities that can be inter- preted in different ways, and ground them in the context of a specific product.

让我们以TED为例。 TED的设计原则之一是“永不过时，而不是最前沿”。 “永恒”一词不仅专用于TED的界面，还涉及整个品牌和设计方法。这意味着他们不会为了顺应潮流而采用新技术或引入设计元素。首先，它必须有一个目的，并且必须为尽可能多的用户服务。对于TED来说，永恒的意义不仅意味着简单，而且还意味着对用户没有任何好处的风格特色。例如，除非感觉很新，否则团队不会引入视差效果，除非它解决了实际的设计问题。

Let’s take TED as an example. One of TED’s design princi-ples is “Be timeless, not cutting edge.” The word timeless is specific not only to TED’s interface but its entire brand and design approach. And this means they are not going to adopt a new technology or introduce a design element for the sake of following a trend. First and foremost, it has to serve a purpose, and it has to work for as many users as pos- sible. For TED, timeless means not only simplicity but also being conscious of stylistic features that have no proven benefits to users. The team wouldn’t introduce a parallax effect, for example, even though it feels very current, unless it solved a real design problem.

2.他们是切实可行的

原则应提供有关如何在特定产品范围内解决设计问题的实用指南。比较“未来学习”原理之一的以下两个版本：

A principle should offer practical guidance on how to solve a design problem within the context of a specific product. Compare these two versions of one of Future- Learn’sprinciples:

简单点。让它变得简单到用户不可感知！我们应该始终努力消除平台上的摩擦，创造一种使用户真正自由使用内容的体验。如果我们的平台易于理解，那么人们可以并且将会更多地使用它。**

Make it simple. Make it so simple it’s almost invisible! We should always work to remove friction on the platform, creating an experi- ence that allows users real freedom to the content. If our platform is easy to understand, people can and will use it more.

这种说法很合理-没有人会说需要一个简单且可用的界面。但是，从此建议中并不清楚确切意味着什么以及如何实现。与此版本进行比较：

This statement makes perfect sense — no one can argue with the need to have a simple and usable interface. How- ever, it’s not clear from this advice exactly what simplicity means and how to achieve it. Compare it with this version:

没有多余的部分**。每个设计元素，从最大到最小，都必须有一个目标，并有助于成为更大一部分的目的。如果您可以明确表示某个元素的用途，则很可能该元素不应该存在。”

No** **needless parts. Every design element, from the largest to the smallest, must have a purpose, and contribute to the purpose of a larger element it is partof. If you can’texplain what an element is for, most likely it shouldn’t be there.”

实际上，问题“简单吗？”比“其中是否包含不必要的部分？”要客观地回答要困难得多。可以通过浏览界面并质疑每个元素的目的来执行后者。

In practice, the question “Is it simple?” is much harder to answer objectively than “Does this contain needless parts?” The latter can be acted on by going through the interface and questioning the purpose of every element.

要以一种更实用的方式表达这些原则，请不要将它们视为听起来不错的事物，而应该提供可行的建议。想象有一个新人加入您的团队，您被要求分享项目设计时最重要的五件事。

To phrase the principles in a more practical way, try think-ing of them not as something that should merely sound good, but something that offers actionable advice. Imagine a new person joined your team and you’ve been asked to share five things that are most important when designingfor your project.

如果您对他们说：“我们希望这里的一切令人愉快。让它令人愉快！”可能不会帮助他们完成工作。您需要定义喜悦的含义，并分享界面环境下喜悦的实际示例。

If you tell them “We like things to be delightful here. Make it delightful!” it’s probably not going to help them do their job. You’d need to define what delight means and share practical examples of what delight looks like in the context of your interface.

让我们看几个设计原则的例子，以及如何使它们更实用。

Let’s take a look at a couple of examples of design principles and how they can be made more practical.

Vague：“清楚点。”
实用：“只有一个数字 1 优先级。您希望您的用户首先看到和做什么？”

Vague: “Make it clear.” Practical:** “Only one number 1 priorit**y. What do youwant your users to see and do first?”

Vague：“简单点。”
实用：“使其坚不可摧。就像儿童玩具一样，请确保它是为探索而设计的，并且不会被误用。”

Vague: “Make it simple.” Practical: “Make it unbreakable. Just like a children’s toy, make sure it is designed for exploration and impossible to mis-tap.”

6 Pinterest design principles: http://smashed.by/pinterestredesign

Vague：“使其有用。”
实用：“从需求开始。如果您不知道用户的需求，那么您将无法构建正确的东西。做研究，分析数据，与用户交谈。不要做任何假设。”

Vague: “Make it useful.” Practical: “Start with needs. If you don’t know what the user needs are, you won’t build the right thing. Do research, analyze data, talk to users.Don’t make assumptions.”

但是，即使措辞最好的原则也可以用不同的方式解释。将原理与实际示例配对以展示其如何在实践中应用，没有什么比原理更实用。

But even the best-worded principle can still be interpreted in differentways. Nothing can make a principle more prac- tical than pairing it with a real-life example to show how it can be applied in practice.

找到界面的特定部分，清楚地表达了原理，然后将两者连接在一起。您能否指向一个清楚地显示“只有一个数字 1 优先级”的地方？您能否展示一种模式，尽管具有丰富的交互作用，却如何做到真正的“牢不可破”？

Find specific parts of your interface where a principle is clearly represented and connect the two together. Can you point to a place which clearly shows having “only one number 1 priority”? Can you demonstrate how a pattern can be truly “unbreakable” despite having rich interactions?

3.他们有观点的

设计取决于我们做出的选择。该页面应该在视觉上更具实用性还是更加实用？在这里更嬉戏或更认真是否合适？我们能否以降低其灵活性为代价来证明使该模块更有用？

Design is shapedby the choices we make. Shouldthis page be more visuallyalive or more utilitarian? Is it appropriate to be more playful or more serioushere? Can we justify makingthis module more usable at the cost of makingit less flexible?

通过达成某些目标，我们常常不得不对其他目标说不。好的设计原则有助于确定优先级和平衡，即使要考虑相互矛盾的因素。

By achieving some things we often have to say no to others. Good design principles help to work out priority and bal- ance, even if there are conflicting factors to consider.

以 Salesforce 的 Lighting 设计系统9的原则为例：“清晰度。效率。一致性。美丽。”强调必须按上述优先级顺序应用它们。不应因效率或一致性而使美感得到提升，并且始终应将清晰度放在首位。以这种方式对原则进行排名可以向团队传达在制定设计决策时应优先考虑的事项。

Take the Salesforce Lighting Design Systemprinciples as an example: “Clarity. Efficiency. Consistency. Beauty.” It’semphasized that they must be applied in the priority order above. Beauty should not be promoted over efficiency or consistency, and clarity should always come first. Ranking the principles in this way communicates to the team what should take priority when making design decisions.

确认有冲突的价值并建议如何找到平衡是有用的。 Medium的早期设计原则之一是“ Direction over Choice”。团队在设计中型编辑器时经常提到该原理。他们故意交易各种格式设置选项以进行指导和指导，使人们可以专注于写作。

It can be useful to acknowledge the conflicting values and suggest how to find a balance. One of the early design prin- ciples at Medium was “Direction over Choice.” This princi-ple was often referred to while the team was designing the Medium editor. They purposely traded a variety of format-ting options for guidance and direction to allow people to focus on writing.

Medium的最低限度编辑器中提供的几个选项清楚地说明了Medium的原则之一，即“选择方向”。

The few options available in Medium’s minimal editor clearly illustrated one of Medium’s principles, “Direction over Choice.”

好的原则不会尽力为每个人提供一切。他们有发言权，并积极鼓励设计师多加考虑。 Dan Mall在“研究设计系统”中强调了这一想法：

Good principles don’t try to be everything for everyone. They have a voice and actively encourage a designer to take a perspective. This idea has been emphasized by Dan Mall in “Researching Design Systems:”

设计系统应具有以下准则：透视图，观点，将创意方向扩展到决定使用该设计系统构建对象的每个人。应该把这些东西放进去。否则，我们所有人都应该使用Material Design并每天称呼它。”
—丹购物中心

A design system should have guidelines for: perspective, point of view, extending creative direction to everyone that decides to build something with the design system. That stuff should be baked in. Otherwise, we all might as well use Material Design and call __it aday.” — Dan Mall

_
6 GDS design principles: http://smashed.by/govukfirst
7 See http://smashed.by/matterofprinciple by Julie Zhuo
9 http://smashed.by/lightning
10 http://smashed.by/usefulprinciples by Dustin Senos

4.他们值得纪念和纪念

这是一个有趣的测试。尝试问公司里的人您的设计原则是什么。如果没有人能记住他们，他们就有可能得到改善。令人难忘的是，这些原则必须不断使用。应当在日常对话中提及它们，包括在演示文稿和设计评论中，并在可见的地方显示。并要使用它们，它们必须是真正有用的，并且具有上述品质。

Here’s a fun test. Try asking people in your company what your design principles are. If no one can remember them, chances are they can be improved. To be memorable, the principles must be in constant use. They should be referred to in everyday conversations, included in presentations and design critiques, displayed where they can be seen. And to be in use, they must be genuinely useful, possessing the qualities above.

这也有助于减少记忆负担，人类的记忆力有限，很难一次记住四件事。设计原则的最佳数量（如果要使用它们）在三到五个之间。在采访本书时，当TED，Atlassian和Airbnb的团队被问及他们的设计原则时，他们都能够立即将它们召回。片刻之间没有犹豫；没有人感到困惑或试图在品牌手册中查找这些原则。他们怎么能很好地记住他们？它们的原理简单，相关，有用-而且并不多。

It also helps not to have too many of them. Human memory is limited and remembering more than four things at a time can be hard.12 The optimal number of design princi- ples — if you want them to be in use — is between three and five. When the teams at TED, Atlassian and Airbnb were asked about their design principlesduring interviews for this book, they were all able to recall them instantly. There wasn’t a moment’s hesitation;no one got confused or tried to look up the principlesin a brand manual. How could theyremember them so well? Their principleswere simple, relat-able, useful — and there weren’t many of them.

最重要的是，团队每天都使用它们来制定设计决策。 Airbnb的四项设计原则（“统一”，“通用”，“图标”，“会话式”）深深扎根于其设计过程中：

Most importantly, the teams used them on a daily basis for making design decisions. Airbnb’s four design principles (“Unified,” “Universal,” “Iconic,” “Conversational”) are deeply engrained in its design process:

设计新组件时，我们要确保它能解决所有这四个问题。如果我们没有一套原则，就很难达成共识。我们要确保每件作品都能做到。”
— Airbnb首席交互设计师Roy Stanfield

When we design a new component, we want to make sure it addresses all four of those. If we didn’t have a set of principles it would be difficult to agree on things. We want to make sure each piece lives up to it.”__13 — Roy Stanfield, principal interaction designer, Airbnb

Spotify的团队提出了首字母缩略词TUNE（音调，可用性，必要性，情感性），以使他们的设计原理更加令人难忘。在批评和质量检查会议期间询问设计是否“在TUNE中”已成为Spotify设计过程的一部分。

The team at Spotify came up with the acronym TUNE (tone, usable, necessary, emotive) to make their design principles more memorable. Asking if a design is “in TUNE” during critiques and QA sessions has become part of Spotify’s design process.

确保您的原则具备上述素质，需要花时间投入和团队合作。但这值得付出努力的，因为一套核心原则是任何设计系统的核心。

Making sure your principles possess the qualities above takes time, commitment and teamwork. But it’s worth the effort — a core set of principles are at the heart of any design system.

9 http://smashed.by/researchingsystems
12 有关人类工作记忆的局限性的进一步阅读，请参阅“神奇之谜四：如何限制工作记忆的容量，为什么？”作者：Nelson Cowan（http://smashed.by/workingmemory）13与Airbnb首席交互设计师Roy Stanfield的访谈，2016年8月

9 http://smashed.by/researchingsystems 12 Forfurther reading on thelimitations of human working memory see “The Magical Mystery Four: How is Working Memory Capacity Limit- ed, and Why?” by Nelson Cowan (http://smashed.by/workingmemory) 13 Interview with Roy Stanfield, principal interaction designer, Airbnb, August 2016

定义原则

用五句话来表达您的设计方法并不容易。每个团队都以自己的方式遵守原则：一些团队经过几轮的研讨会，其他团队可能会从其首席执行官或创意总监那里得到建议。无论您怎么做，请牢记以下提示。

Expressing your design approach in five sentences is not easy. Every team arrives at their principlesin their own way: some go through rounds of workshops, others might get input from their CEO or a creative director. Regardless of how you get there, the following tips can be useful to keep in mind.

从目的开始

设计原则必须支持产品的更大用途，并有助于表达产品的精神。如果您不确定从哪里开始，请首先查看公司的总体价值或产品愿景，然后尝试找出设计原则如何有助于实现更大的目标。

Design principles must support the larger purpose of the product and help express the product’s ethos. If you aren’tsure where to start, look first at your company’s overarching values or a product vision, and then try to work out how design principles can contribute to that larger goal.

14 http://smashed.by/designscale by Stanley Wood

TED网站的主要目的可以用一句话来体现：“将谈话尽可能广泛地传播。”就TED的精神和价值观而言，这意味着尽可能多地吸引更多人，降低进入门槛，并使产品具有包容性和可访问性。这意味着要优先考虑性能和可访问性，而不是浮华的功能，而要通过大胆的实验设计来使消息清晰。他们的“永恒”原则涵盖了这一点。

The main purpose of TED’s website can be captured in one sentence: “Spread the talks as far and as wide as possible.” In terms of TED’s ethos and values, this means reaching as many people as they can, lowering the barrier to entry, and making the product inclusive and accessible. It means pri- oritizing performance and accessibility over flashy features, clarity of message over bold experimental design. Their “timelessness” principle encompasses that.

查找共享主题

如果您仍在定义原则的过程中，一个有效实践是请几个团队成员（或每个人，具体取决于团队的规模）将他们写下来。他们认为，好的设计对您的产品意味着什么？他们将如何以实用且易于掌握的方式，用五句话向团队的新成员解释这一点？

If you’restill in the process of defining your principles, a useful exercise is to ask a few team members (or everyone, depending on size of the team) to write them down indi- vidually. What, in their opinion, does good design mean for your product? How would they explain it in five sentencesto a new member of the team, in a way that’spractical and easy to grasp?

让他们在您的产品界面中找到一个实际的例子，并将其包含在每个原则的旁边。

Ask them to find a practical example in your product’s inter- face and include it alongside each principle.

比较您的团队的答案可以揭示您在设计方法上的团结程度。有很多共同的主题和重叠之处吗？不同学科的结局是否相似？看到每个人的回应总是很有趣，尤其是刚加入团队的人和从事该产品一段时间的人之间的差异。当您确定共同的主题并就优先事项达成共识时，这些答案可能是进一步开展原则工作的宝贵起点。

Comparing your team’s answers can reveal how much unity you have in your design approach. Are there many shared themes and overlaps? Have different disciplines ended up with similar principles? It’s always interesting to see everyone’s responses, in particular how they differ betweenpeople who have just joined the team, and those who’ve worked on the product for some time. These answers can be a valuable starting point in further work on the principles, as you identify common themes and agree on priorities.

关注正确的听众

以模糊的设计原则告终的保证方法是不知道它们适用于谁。您是否正在编写公司身份手册？对于公司网站？职业网站？潜在的合作伙伴和客户？首先，请尝试为自己和同事编写原则：设计师，开发人员，内容制作者，市场营销专业人员，领域专家—直接参与产品创建的人员。旨在就什么构成产品的良好设计达成非正式协议，并提供实现该产品的实用指南。

A surefire way to end up with vague design principles is to have no idea who they’refor. Are you writing for a corpo- rate identity brochure? For the company website? A careers website? Potential partners and customers? Try writing your principles for yourself and for your colleagues, first and foremost: designers, developers, content producers, marketing professionals, domain experts — people directly involved in the creation of the product. Aim to come up with an informal agreement on what constitutes good design for your product, and offer practical guidelines for achieving it.

测试和发展你的原则

随着产品的发展，您的原则也将随之发展。他们将塑造设计语言，而设计语言又将塑造原理。您的原理一开始可能很松散，也很抽象，逐渐变得越来越清晰。或者，他们可能开始变得清晰，专心，但随着时间的流逝，他们变得更加淡化并失去了真实性。为了确保您的设计原则不断改进，需要不断对其进行测试，评估和完善。这只能通过意识到它们并将它们每天应用于您的工作中来完成。例如，通过使您的原理成为设计评论的一部分，您可以不断地测试它们是否对设计过程有所帮助，如果没有，则继续进行迭代。

As your product evolves, so will your principles. They will be shaping the design language, which in turn will be shaping the principles. Your principles might be very looseand abstract in the beginning, gradually gaining more and more clarity. Or they might start off being clear and focused, but over time become more diluted and lose their authenticity. To make sure your design principles continue to improve, they need to be constantly tested, evaluated and refined. This can only be done by being conscious of them and applying them in your work every day. By making your principles part of design critiques, for example, you can continuously test if they help in your design process, and if not, continue iterating them.

从原理到模式

我作为设计师的工作面临的挑战之一就是研究如何将更高级的概念（例如设计原则和品牌价值）具体化为具体的 UI 元素。它们在我们创建的设计模式中如何具体体现？

One of the challenges I’ve had in my work as a designer is working out how to materialize higher-level concepts, such as design principles and brand values, into concrete UI elements. How exactly are they embodied in the design patterns we create?

其中很多与模式的选择和执行有关。对于Medium，在功能级别上需要RTF编辑器。它可能是任何类型的编辑器，具有任何程度的复杂性。但是，在所有可能中，中型公司根据其“选择之上的方向”原则选择了最简单的一种。

A lot of it is about choice and execution of patterns. For Medium, on the functional level a rich-text editor was required. It could have beenany kind of editor, with any degree of complexity. But out of all the possibilities,Medium chose the simplest one, guided by its principle, “Direction over Choice.”

对于TED来说，信息的清晰度远胜于美学。尝试将演讲提炼成一个句子可能很困难，有时标题可能很长。剪辑标题会更容易，但是对于团队而言，谈话的信息必须始终优先。他们没有选择简单的解决方案，而是确保其设计模式可以容纳较长的标题。

For TED, clarity of message is valued over aesthetics. Trying to distill a talk into a single sentence can be hard, and some- times titles can be long. It would be easier to clip the title, but for the team the message of the talk must always take priority. Instead of opting for an easier solution, they make sure that their design patterns can accommodate long titles.

TED.com对话屏幕上的主 banner 可以容纳很长的内容

从品牌的角度来看，也有一种优先考虑的感觉。 TED团队选择不引入新的图像丰富的主页，直到他们开发了一种压缩工具以最大程度地减少此类图像对性能的影响。

There’s a sense of prioritization also from the brand stand- point. The TED team chose not to introduce a new image-rich home page until they developed a compression tool to minimize the impact such imagery would have on perfor- mance.

对于Atlassian的团队而言，“乐观”原则体现在“乐观界面”中。在JIRA中，例如，当用户必须将卡片从“进行中”移动到“完成”时，允许使用卡片即使在后台进行了大量检查和验证，也可能会出错，因此可以立即将其移动，从而向用户提供即时响应。他们的目的是通过友好的语言表达，反馈信息，登机以及整个站点的其他地方来表达“实用而眨眼”的原则。

For the team at Atlassian, the “optimistic” principle is embodied in an “optimistic interface.”15 In JIRA, for exam- ple, when a user has to move a card from “In progress” to “Done,” cards are allowed to be moved right away, providing an instant response to the user, even though in the back- ground there are a lot of checks and validations, and manythings that can go wrong. They aim to express the “practicalwith a wink” principle through the friendly language of the copy, feedback messages, on-boarding, and other places throughout the site.

15 http://smashed.by/truelies

设计模式由产品工作原理的核心思想决定。想一想如何通过 Slack 上的开放渠道体现“透明和协作”的精神；“捕捉生活中的独特时刻”的想法如何转化为 Instagram 的照片订阅和互动？或 Trello 上的卡片（可追溯到SemiHyperCard系统的功能）如何鼓励某种类型的工作流程。

Design patterns are shaped by the core idea of how a prod- uct works. Think about how an ethos of “transparency and collaboration” is embodied through open channels on Slack;how the idea of “capturing life’s unique moments” trans- lates intoInstagram’s photo feed and interactions; or how cards on Trello (a functionality that goes back to the seminalHyperCard system) encourage a certain type of workflow.

模式的选择和执行以及它们的独特组合受产品目的，精神和设计原则的影响。您可以将设计原则视为用于创建模式并将其以有意义的方式组合起来的语法规则。

The choice and execution of the patterns and their unique combination are influenced by a product’s purpose, ethos and design principles. You can view design principles as grammar rules for creating patterns and combining them in ways that make intrinsic sense.

同样，随着品牌和功能模式的发展并变得更加精致，它们塑造了设计原则。原则和模式不断完善和相互影响。

Equally,as the brand and functional patterns evolve and become more refined, they shape the design principles. Principles and patterns are refined and influenced by oneanother continuously.

在接下来的两章中，我们将以实际产品为例，更详细地讨论设计模式。我们将了解设计模式是如何出现的，以及它们如何受到产品的目的和精神，用户行为，品牌，业务要求以及其他因素的影响。

Over the next two chapters we’ll talk about design patterns in more detail, taking real-life products as examples. We’ll see how design patterns emerge and how they are affectedby a product’s purpose and ethos, user behaviors, brand, business requirements, and other factors.