Framework-agnostic design principles for aesthetics, perceived quality, brand personality, and emotional response. Covers Aesthetic-Usability Effect, Archetypes, Form Follows Function, Wabi-Sabi, Exposure Effect, and Immersion. Drawn from the aesthetic and emotion-related entries of 'Universal Principles of Design' (Lidwell, Holden, Butler, 2003) and the broader design and consumer-psychology literature.
Based on adoption, maintenance, documentation, and repository signals. Not a security audit or endorsement.
Use this skill when the design's perceived quality affects whether users will tolerate friction, give the product a chance, or judge it as well-made — which is most consumer-facing surfaces, marketing, onboarding, first-run, and any moment where an unfamiliar user is forming a quick judgment. Trigger when designing landing pages, sign-up flows, first-time UX, app store screenshots, demo videos, sales decks, or any surface where the user's first impression matters and friction is unavoidable. Also trigger when defending why "polish" matters on a working product, or when the user asks "should we ship the spartan version or invest in design?"
Use this skill whenever a design task involves the felt quality of an interface — beauty, polish, brand voice, persuasion, emotional response, marketing surfaces, hero sections, onboarding tone, empty/celebration states, illustrations, mascots, avatars. Trigger when the user mentions tone, polish, brand, "feels cold/cheap/premium," personality, voice, mascot, hero, "make it more delightful," or asks how a screen should make the user feel. Framework-agnostic. Routes the model to the right aesthetics principle in this plugin.
Use this skill when picking a brand archetype, propagating it across product and marketing surfaces, or auditing brand-voice consistency. Trigger when designing the voice of microcopy, marketing pages, support tone, or any brand-facing communication. Sub-aspect of `archetypes`; read that first.
Use this skill when designing narrative content — landing pages, case studies, onboarding flows, marketing campaigns, sales decks, ad arcs. Trigger when picking how to frame a customer story, when writing a launch campaign, or when the user mentions "this campaign feels flat" or "we need a better narrative." Sub-aspect of `archetypes`; read that first.
Use this skill when designing brand voice, marketing positioning, mascot or character design, narrative arcs in product onboarding, or any expressive surface where the design must communicate personality. Trigger when picking how a brand "feels" (rebellious, nurturing, sage-like), when designing storytelling for marketing, or when reviewing why a brand voice feels generic. Archetypes is one of the foundational principles in 'Universal Principles of Design' (Lidwell, Holden, Butler 2003), grounded in Jung's analytical psychology and widely applied in branding, storytelling, and product personality.
A cross-agent skill marketplace of 42 framework-agnostic UX & product-design principles, drawn from Universal Principles of Design (Lidwell, Holden, Butler, 2003) and the broader design and HCI research literature.
Getting Started · Architecture · Principle Index · How Skills Trigger · Attribution · Contributing
A working library of design principles, packaged as portable Agent Skills plus native plugin metadata for Claude Code, Codex, and Cursor. Install one or more plugins and your agent gains access to curated skills that fire automatically whenever you work on UX, UI, or product design — regardless of design system, SDK, framework, or platform.
Each principle is built as a reference-grade entry: a router-style SKILL.md (~350–500 lines), 2–4 sub-aspect skills for context-specific application (~200–300 lines each), and per-skill references/ deep-dive files with origins, research lineage, and worked patterns. The result is a library an agent can apply with the same depth as a senior designer who has internalized the canon.
Many products today are built and reviewed by AI agents. The quality of their design judgment depends heavily on what they've been taught to attend to. Without a working library of principles, an agent will produce designs that are competent on average but blind in specific ways — the typography will drift, hierarchy will collapse on the third screen, the error states will be afterthoughts, the interaction patterns will be inconsistent across surfaces.
This marketplace gives your agent the same canon that experienced designers have internalized over years. Instead of one giant prompt, the canon is split across five composable plugins so you can install only what you need:
| Plugin | What it teaches | Skills |
|---|---|---|
| Perception & Hierarchy | How the eye groups elements, where it lands first, what makes a composition read as ordered | 34 |
| Cognition & Learnability | Mental models, complexity reduction, memory load, how new users get oriented | 33 |
| Interaction & Control | Affordance, feedback, errors, user agency, Fitts's Law for touch targets | 29 |
| Aesthetics & Emotion | Beauty, perceived quality, brand voice, flow, persuasive form | 17 |
| Process & Robustness | Iteration, accessibility, reliability under stress, what to prune | 24 |
Each plugin contains a router skill (which triggers on the plugin's category and points the agent at the right principle), one main skill per principle, and 2–4 sub-aspect skills for principles whose application varies meaningfully by context (e.g., Hick's Law has different shapes in menus vs. defaults vs. pricing).
Pick the agent you actually use. The same skills/<skill-name>/SKILL.md folders are the source of truth for every install path; only the plugin manifest or destination directory changes.
| Agent | Best install path | This repo provides |
|---|---|---|
| Claude Code | Native plugin marketplace | .claude-plugin/marketplace.json and per-plugin .claude-plugin/plugin.json |
| Codex | Native plugin marketplace, or direct Agent Skills | .agents/plugins/marketplace.json and per-plugin .codex-plugin/plugin.json |
| Cursor | Cursor plugin flow, or project rules fallback | .cursor-plugin/marketplace.json and per-plugin .cursor-plugin/plugin.json |
| Gemini CLI | Link or copy Agent Skills | Plain skills/*/SKILL.md folders |
| Copilot, Windsurf, and other agents | Native rules or AGENTS.md fallback | Portable skill folders plus a compact rule/instruction pattern |
The packaging follows the Agent Skills open format, where each skill is a folder containing SKILL.md and optional supporting files.
In Claude Code, add this repository as a plugin marketplace and install the plugins you want:
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Sign in to claimnpx claudepluginhub hdeibler/universal-design-principles --plugin aesthetics-and-emotion-principlesFramework-agnostic design principles for interaction, affordance, feedback, errors, and user control. Covers Fitts's Law, Affordance, Forgiveness, Feedback Loop, Errors, Constraint, Mapping, Expectation Effect, and Control. Drawn from the interaction-related entries of 'Universal Principles of Design' (Lidwell, Holden, Butler, 2003) and the broader HCI literature (Fitts, Norman, Nielsen heuristics, Cooper).
Framework-agnostic design principles for cognition, mental models, complexity reduction, and learnability. Covers Hick's Law, Wayfinding, Progressive Disclosure, 80/20 Rule, Chunking, Mental Model, Recognition Over Recall, Consistency, Mimicry, and Iconic Representation. Drawn from the cognition-related entries of 'Universal Principles of Design' (Lidwell, Holden, Butler, 2003) and the broader HCI literature (Norman, Miller, Nielsen, Krug).
Framework-agnostic design principles for visual perception and hierarchy: how the eye groups elements, where it lands first, and what makes a composition read as ordered. Covers Hierarchy, Proximity, Signal-to-Noise Ratio, Color, Alignment, Legibility, Readability, Gestalt Similarity, Closure, and Figure-Ground Relationship. Drawn from the perception-related entries of 'Universal Principles of Design' (Lidwell, Holden, Butler, 2003) and the broader Gestalt and visual-design research literature.
Framework-agnostic design principles for design process, accessibility, iteration, and robustness against edge cases. Covers Accessibility, Iteration, Factor of Safety, Prototyping, Weakest Link, Scaling Fallacy, and Ockham's Razor. Drawn from the process-related entries of 'Universal Principles of Design' (Lidwell, Holden, Butler, 2003) and the broader engineering and inclusive-design literature (WCAG, Maeda, Cooper, Petroski).
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