Nowadays, the Internet has become an indispensable part of our lives, technological change has become a dizzying competition, and mobile phones, tablets, computers and even TVs can easily access the Internet. However, the way users access web pages, interact and make choices has not fundamentally changed. That is, users obtain valuable information through the website and find what they need. If the user feels that this process is effortless and does not require thinking, then the website design is considered successful.

Since the first edition of Universal Principles of Design published in 2003, it has been trusted by millions of readers from 30+ countries around the world. Its second edition (published in 2010) made a large amount of enrichment and modification to the content of first edition, and added 25 new rules.