Principles

CONTENT FIRST

Our users’ content always comes first – if faced with a choice between introducing a zeroheight branding element and making user content stand out, we always choose the latter

SMART DEFAULTS

We prefer giving users sensible defaults instead of burdening them with a choice they don't need to make

JUST-IN-TIME

We choose to display UI elements only when they are needed, rather than make them available at all times