"Summary: Users pay more attention to big things than to small things, and this design principle can be used to prioritize a user experience design, such as a web page or application screen."

In the video, Kelley Gordon gives tips on using the design principle of scale. She says that it is good to have three sizes, small, medium, and large, as a way to establish visual hierarchy and variety in your design. One example of this is seen in newspaper websites, with the title being large, the subtitle being a medium size, and the body text being small.