My handful of design principles that are adhered to when generating your next idea or developing on your existing one:
Simplicity | Less is always more with design. Your design must be able to stand alone. It must be able to tell a story unassisted.
Clarity | Your message should be clear and uncomplicated.
Empathy | Your design must be able to connect to the way people feel. It must evoke emotion, feeling, a sense of understanding, and allow people to connect.
Consistency | There should be no conflict between your material. Inconsistency creates doubt.
Elegance | True elegance conveys the status and value of your brand.
Authenticity | Your design must convey honest and trust and be meaningful.