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.

An honest design communicates solely the functions and values it offers. It does not attempt to manipulate buyers and users with promises it cannot keep.

Design is a thinking process that starts in the head and with sketches. Thinking cannot be done by a computer.

Good design is thorough, down to the last detail.

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.

The design should make the product speak to you.

Question everything generally thought to be obvious.