Our design principles capture our shared vision and values for Ditto’s product design. We use them to:

• Help us make consistent decisions.
• Provide constraints that lead us to better outcomes.
• Resolve ambiguity when faced options that provide value along different dimensions.
• Build a shared vision across our team.

Our Product Design Principles

Text is foundational

Text is a vital asset—modular, reusable, and adaptable. Every word matters. Capture and convey this in design.

This principle helps make decisions by:

• Always prompting us to think about text itself.
• Elevating text visually.
• Prompting us to think even more intentionally about typography and hierarchy.
• Treating text as “entities” in themselves, not just labels.
• Reinforcing for ourselves that our own text matters.

This principle shapes our future by:

• Truly elevating text as an asset.
• Leading by example.

Make working with text easy (even at scale)

Text is simple. Systems can be complex. We’re creating a new category around systemizing text. To do this, we must rigorously balance simplicity with complexity—without ever being simplistic or complicated.

This principle helps make decisions by: