The 7 Principles of Universal Design were developed in 1997 by a working group of architects, product designers, engineers and environmental design researchers, led by the late Ronald Mace in the North Carolina State University. An excellent poster is available, The Principles of Universal Design. These principles are even applicable to many marketing activities from content creation thru website design.

1. Equitable Use: Useful, appealing and marketable to all people including  diverse abilities.
2. Flexibility in Use: Accommodates a wide range of individual preferences and abilities. It provides choice in methods of use and provide adaptability to the user’s pace.
3. Simple and Intuitive: Makes it easy to understand, regardless of the user’s experience, knowledge, language skills, or current concentration level.
4. Perceptible Information: Communicates necessary information effectively to the user, regardless of conditions or the user’s sensory abilities.
5. Tolerance for Error:  Minimizes hazards and the adverse consequences of accidental or unintended actions.
6. Low Physical Effort: Use is efficient and comfortably and with a minimum of fatigue.
7. Size and Space for Approach and Use: Reach, manipulation, and use regardless of user’s body size, posture, or mobility. Provide a clear line of sight to important elements for any seated or standing user.

I enjoy reviewing  “basic principles” such as Dr. Deming’s System of Profound Knowledge, the basis for application of Deming’s famous 14 Points for Management. Principles ground me in my thoughts and provide a structure for me to develop new ideas. They serve as my starting point and assist me in becoming more creative, not less.

Dr. Weinschenk shares seven principles beyond usability to make your website more engaging – principles of persuasion, emotion, and trust.. You can download the poster of the video at http://www.humanfactors.com/PETposter.asp

Dr. Susan Weinschenk is the author of 100 Things Every Designer Needs to Know About People (Voices That Matter) and Neuro Web Design: What Makes Them Click? .

P.S. In a grander sense and a little off subject but this could serve as a reminder that organizations need to have their “basic principles” well defined. Recently all the talk has been about change, constant innovation, pivoting and iteration. I think employees and customers want to know what an organization stands for. Principles give us refugee in an uncertain world.  

Related Information:
Profound knowledge for Lean Marketing
If all of us need to be marketers, what’s the framework?
Using the wrong set of 5 whys in problem solving
SALES PDCA Framework for Lean Sales and Marketing

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