White space — In the old Pinterest design, the focus was on the containers that surrounded people’s content, which overpowered the content itself. All you saw were lots of lines, gradients, shades of grey. There was no room to breathe. Introducing white space gives a natural separation between elements without adding more visual noise. The result is balanced and structured, and the amount of whitespace adds personality and impact.
Hierarchy — Everything is extremely hierarchical, so it’s always clear what’s most important. As we design we ask ourselves, What’s the most important thing for someone to understand here? What we can remove to make things even more obvious?