6 Fundamentals Every Designer Needs to Master

What’s good y’all, John D. Saunders here. You know the vibes!

Let’s take a step back.

With AI tools dropping every other week and design trends spinning like crazy, it’s easy to get caught up chasing what’s new. But in my decade plus running 5Four Digital, I’ve learned this: great web design is rooted in timeless fundamentals.

These aren’t buzzwords or Behance hype. These are the exact principles we use every day to build high-converting, scalable websites for clients across industries.

These are six fundamentals that continue to drive great web design.

Hick’s Law: Simplicity Wins

This principle is simple. The more choices you give someone, the longer they take to decide. And that delay? It kills conversions.

So here’s what we do. Keep your calls to action to one or two per screen. Make the primary action pop. Let the user know exactly what step to take next without making them overthink.

Clarity creates action. The simpler the interface, the faster the decision.

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Law of Common Region: Group Your Content Properly

Users don’t read, they scan. So when you’re designing a page, how you group and align content tells users what belongs together.

Use visual containers, consistent spacing, and shared styles to guide the eye. Group related elements so users intuitively know what content is connected.

Think of it like organizing a shelf. If everything’s scattered, nothing gets noticed. But when things are grouped with intention, it all clicks.

Serial Position Effect: Win the First and Last Impressions

Users tend to remember the first and last thing they see. So make your header and footer count.

Your header should clearly state what you do, who you help, and give a reason to take action. Your footer should reinforce your credibility with helpful links, a newsletter opt-in, and maybe a testimonial or two.

Think of the header and footer like the intro and outro of a video. If they hit right, the rest of the content flows.

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Visual Feedback is a Trust Signal

When users hover, scroll, or click, give them something in return.

It could be a button glow, a subtle animation, a scroll-triggered transition, or even a simple color shift. These micro-interactions show that the site is alive and responsive, making users feel in control.

If users click and nothing happens, trust drops. Feedback tells them, “Yep, you’re on the right track!”

Follow the Rules Before You Break Them

Look, I get it. We’re creatives. We want to make something fresh. But structure builds trust.

Place your logo in the top left. Keep your nav up top. Put the most important CTA where users expect it. Then once the layout is familiar, use design and storytelling to make your brand stand out.

Structure isn't boring. It’s the foundation that allows creativity to shine.

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White Space is Your Best Friend

Here’s the cheat code. Space equals clarity.

Look at Apple’s site. It’s basically a masterclass in white space. Large margins, clean padding, and breathing room between sections help every element stand out.

Too much content crowded together forces users to work harder. When you give your design room to breathe, you guide users through the experience instead of overwhelming them.

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Wrap Up: Keep It Grounded

Web design is always evolving. But these principles? They’ve been winning since day one.

If you’re designing a new project, redesigning your agency site, or just trying to sharpen your creative toolkit, start here. Master these fundamentals and you’ll be light years ahead of the trend chasers.

You can check out my book, Borderless, for a full breakdown on how we scale design systems and teams globally.

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Until next time, stay consistent, stay creative, and keep building better!