“There are no simple ‘right’ answers for most web design questions (at least not for the important ones). What works is good, integrated design that fills a need—carefully thought out, well executed, and tested.” – Don’t Make Me Think by Steve Krug

Be sure to pick up Steve’s book Don’t Make Me Think if you haven’t already.  It is a great overview of basic usability topics.

1. Make sure that whatever you design is fitting a need in the world and has a purpose
2. Understanding the specific activity we’re supporting is critical to good design
3. Design is not just what it looks like and feels like. Design is how it works.
4. We should treat design as a verb, a process, a way of creating positive change in the world
5. Have undying, unending passion for design