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The principle that users should not have to wonder whether different words, situations, or actions mean the same thing. Designs should follow platform and industry conventions so that familiar patterns behave predictably.

Information that tells users what will happen before they act, so the result of an action is predictable. Where feedback confirms what just happened, feedforward previews what an action will do.

The principle that an interface should serve both novices and experts, offering shortcuts and accelerators that speed up interaction for experienced users without getting in the way of newcomers. It also lets people tailor frequent actions.

The principle that even though it is best if a system can be used without documentation, help should be available, easy to search, focused on the user's task, and list concrete steps. Good help is contextual and not overly long.

The principle that error messages should be expressed in plain language, precisely state the problem, and constructively suggest a solution. Users should understand what went wrong and how to fix it without needing technical knowledge.

The usability principle that users spend most of their time on other sites and apps, so they expect yours to work the same way as the ones they already know. Meeting those existing expectations reduces the effort of learning your product.

The principle that a design should speak the user's language and follow real-world conventions, using familiar words, phrases, and concepts rather than internal system jargon. Information should appear in a natural, logical order.

The principle that a design should minimise how much users have to remember by making options, actions, and information visible. Recognising something on screen is far easier than recalling it from memory.