DDS # 1.4.0

What are design principles and why are they important?

Our Vattenfall digital design principles are the foundation and guiding lights for everything we create. In this article we will go through them with you and explain why they are so important to our work.

"Design Principles are a set of guiding considerations, that help the team in decision making for any aspect of the brand. From tone of voice, look and feel and site navigation to landing pages, buttons and UX." – Linnéa Lofjord, Creative Director/Head of NORD ID at NORD DDB.


In other words, design principles can be described as the values that lay the foundation for which direction we are heading in as a brand. They are the core principles that we use as springboards moving forward, and they are what we look to when making sure that we are always on brand, as well as clearly communicating as one brand.

The Vattenfall design principles

"The Vattenfall Design Principles are derived from the Vattenfall brand position Leading with Conviction and are direct results of the full Vattenfall Brand Strategy. The Vattenfall brand position is a competent, balanced, confident, and focused leader position. A position that is to be reflected in all aspects of the brand. Vattenfall is clear and focused, and our brand expression is clean and uncluttered." – Linnéa Lofjord, Creative Director/Head of NORD ID at NORD DDB.

Design principle 1: Focused

We are focused on the message we bring across and the goals that we strive for. We create straightforward and clear user interfaces.

How to implement: – Create one focal point per screen – The primary, secondary and tertiary messages must always be clear to the receiver – Always provide focus when you require attention from the user

Design principle 2: Competent

We are trustworthy and competent. We create open and proof driven user interfaces.

How to implement: – Personalise the content based on the context of the users – Provide the relevant content or data with as few interactions as possible – Make it clear to the user what their influence and impact is when it comes to creating a greener, clearer environment

Design principle 3: Personal

We are relevant and personal. We create a personalised experience, based on meticulous attention to user interaction and data.

How to implement: – Always substantiate statements with a burden of proof – Use the minimal number of elements to convey the message – Each interaction element on the page must contribute to the users’ goals

Design principle 4: Conversational

To keep our focus on the customer needs we don't inform. Instead, we enable an ongoing conversation with our customers to engage with and activate them.

How to implement: – Always be available for users’ questions – Communicate in a way you would in real life. Ask questions and provide information in a human way – Give the user continuous feedback by using micro interactions

If you want to bookmark our guiding principles, they are available on the DDS here

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