Good design is honest.

My heart belongs to the details. I actually always found them to be more important than the big picture. Nothing works without details. They are everything, the baseline of quality.

As designers we have a great responsibility. I believe designers should eliminate the unnecessary. That means eliminating everything that is modish because this kind of thing is only short-lived.

Good design is thorough down to the last detail - Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.

Good design is making something intelligible and memorable. Great design is making something memorable and Meaningful.

Question everything generally thought to be obvious.

Products have to be designed in a way that they are comprehensible.