When you put it like that, sure. But there are often tradeoffs where something and its "opposite" may both have appealing characteristics, and you need to pick

When you put it like that, sure. But there are often tradeoffs where something and its "opposite" may both have appealing characteristics, and you need to pick one. I've heard reasonable people argue for things that are in conflict with these principles. For example (in the same order): * Build user interfaces that are suited to a particular task. Don't sacrifice the optimal interface for a task for consistency between different parts of your site. * Use your company's brand color throughout your app. This gives your app a consistent visual theme and makes it easy for users to find it. * Make it possible to accomplish all common tasks in as few screens as possible. Don't force users to go through multiple steps to enter information. * Don't waste time optimizing your code for fast loading before you know which areas your users are spending their time on. * Show changes as quickly as possible. Don't make the user wait through extraneous animations to see what changed. * Make sure all important elements are visible "above the fold". If this means reducing padding a bit, so be it. * Photos lend your app warmth and increase user engagement. Stock photos can be a cost-effective way to do this.