Design Principles

We use the Outfit Design Principles to inspire creativity and to continually push ourselves to make our products better at empowering big brands to self-produce and scale their content output.

Clean

The Outfit interface should be uncluttered, simple and easy to use. We use hierarchy and proximity to make our designs easy to comprehend and draw attention to what's most important in any given experience.

• Never embellish designs with unnecessary elements just to make the design more unique.
• Say it once – but say it well. Avoid presenting the same information in different ways.
• Use research to justify any information included in our designs and remove it if there's no evidence to show that it's required.

Intuitive

We want people to feel comfortable using our product, whether it’s their first time using it or their hundredth. We don't reinvent the wheel when we need a wheel, and we don't use a wheel when we actually need to fly.

• Think bigger than any individual task or feature. Understand the context people are working in and consider their entire experience.
• Use familiar patterns to make experiences intuitive and recognisable but never stop exploring ways to make it easier.
• Be brave and innovate with purpose in unknown territories.

Efficient

No matter your level of experience, Outfit gives you the confidence that you can accomplish your goals quickly, accurately, and with less effort. But it's not just about speed and simplicity. It's about making you feel productive and in control. In control of your brand, in control of your collateral.

• Break complex tasks down into simple steps, and remove repetitive tasks where possible.
• Drive momentum, but don't be afraid of friction. Slow down when it's time to make critical decisions, then let people get back to work.
• Test and optimise for the most important tasks, but allow people to opt into complexity when they need it.

Human-centred

Our designs are based on a clear understanding of the needs of our audience. We can always explain the "why" behind design decisions, based on this understanding. We know that Outfit doesn't exist in a vacuum, so we always consider the context of use.

• Respect the reality of work. Don't assume people are working in the perfect environment or with the perfect preparation.
• Take a step back and consider the entire experience. Think about how Outfit fits into the broader context of work.
• Assist decision-making and encourage mastery, but don't take away agency by making decisions for people.