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

People react positively when things are clear and understandable.

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

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.

I hate everything that is driven by fashion.

Good design is as little design as possible. Less, but better - because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.

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.