Real-world design principles for product teams

Tool powered by Principles on Ben Brignell.

Product design principles and org examples from Airbnb, HubSpot, Mercedes-Benz, and more—browse real-world decision language in the browser.

What is Principles?

Product design principles and org examples from Airbnb, HubSpot, Mercedes-Benz, and more—browse real-world decision language in the browser.

What Principles offers

Narrative guidance plus a searchable example index.

  • Indexed real-world examples

    Each organization gets a dedicated route—product, brand, org, or system-level principles with context.

  • Articles on craft and adoption

    Posts cover when principles help, how many to keep, and how they differ from rigid rules.

  • Field guide for teams

    Practical steps to move from slogans to repeatable decisions in critiques and roadmaps.

  • Submission path for new sets

    The site invites public principles you respect when they fit the collection’s scope.

  • Works beside the design-system tools

    After research, continue to Design Systems Repo or Component Gallery for systems and pattern references.

How to use Principles

Turn browsing into a decision your squad can ship.

  1. Name the trade-off first

    Principles resolve tension—speed versus clarity, consistency versus local needs—not generic inspiration.

  2. Open two or three comparable examples

    Pick teams in a similar domain or maturity stage from the examples index on Principles.

  3. Draft a small testable set

    Prefer a handful of memorable lines over a long catalog nobody uses in review.

  4. Attach behavior to each line

    Add what the team will do or stop doing when a principle applies in a real ticket.

  5. Open Principles in a new tab if needed

    Long articles or blocked iframes are easier to read on the publisher site directly.

Tips for working with design principles

Principles should reduce debate, not add posters.
  • 01

    Do not duplicate your values doc

    If a sentence repeats the company mission, merge or cut it so each line does distinct work.

  • 02

    Test in real reviews

    Apply principles to upcoming launches and tickets—not only workshop slides.

  • 03

    Revisit on a schedule

    Products shift; a yearly pass keeps language aligned with roadmap pain points.

  • 04

    Borrow structure, not copy

    Public examples inform phrasing; your principles should reflect your users and constraints.

Who this is for

Anyone who needs shared language before pixels or code take over.

  • Design system and brand leads

    Ground tokens, components, and content rules in principles the whole org can reference.

  • Product managers and strategists

    Frame roadmap choices so UX quality does not get negotiated away by default.

  • Research and content designers

    Align synthesis and voice with what the team agrees to optimize for in tough calls.

  • New product squads

    Build a first charter faster with public product design principles examples.

Why open Principles

Directory placement without replacing the official library.

  • Stable directory path

    Link `/design-principles` in specs; Hero attribution points to Principles.

  • Near other design-system routes

    Continue to Component Gallery or Design Systems without losing research context.

  • does not curate examples

    Articles and entries update on Principles; we link to and document honest use.

Frequently Asked Questions

Quick answers about this tool—open a question to read more.