Good design is honest.

Nothing works without details. They are everything, the baseline of quality

I am troubled by the devaluing of the word 'design’. I find myself now being somewhat embarrassed to be called a designer. In fact I prefer the German term, Gestalt-Ingenieur. Apple and Vitsoe are relatively lone voices treating the discipline of design seriously in all corners of their businesses. They understand that design is not simply an adjective to place in front of a product’s name to somehow artificially enhance its value. Ever fewer people appear to understand that design is a serious profession; and for our future welfare we need more companies to take that profession seriously.

My goal is to omit everything superfluous so that the essential is shown to best possible advantage.

We designers, we don't work in a vacuum. We need business people. We are not the fine artists we are often confused with.

A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.

Having small touches of colour makes it more colourful than having the whole thing in colour.