Good design makes a product understandable.

You cannot understand good design if you do not understand people; design is made for people.

Good design emphasises the usefulness of a product whilst disregarding anything that could possibly detract from it.

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.

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.

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.

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