Design principles for a new website

User-focussed content: simpler, clearer, less.

Visual language

We aim to support our brand identity by using a simpler, lighter design aesthetic which emphasises:

  • space,
  • bold, high quality imagery,
  • clear typography,
  • plain English,
  • and simple, content-rich layouts.

User experience

A user-centred design process will help us create content relevant to our users based on these principles:

  1. Focus on user needs
  2. Inspire
  3. Resources wherever you are
  4. Design for inclusivity
  5. Keep content simple
  6. Keep it efficient

Focus on user needs

Understanding what our users need is at the heart of creating effective content.

“The more content you give people that they want, the more time they will spend on content that matters to you.” Prof. John Lavine, Media Management Centre, Northwestern University.

Research user needs through means such as analytics, personas, interviews, competitive analysis and user testing.


Aim for quality where strategic content shows that we are an innovative and confident institution.

Resources wherever you are

Design around context of the user in a multi-screen, multi-device world.

Design for inclusivity

By default, digital services should be open, accessible and culturally engaging to all.

Keep content simple

Relevant content which is clear and focussed. Be brutal.

Keep it efficient

Content should be consistent, unified and maintainable.
Services must be robust and standards compliant.
Lean/agile processes help reduce waste.

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