Good design is long-lasting! It avoids being fashionable and therefore never appears antiquated.

Good design is honest.

All too much of the man-made is ugly, inefficient, depressing chaos.

Design should not dominate things, should not dominate people. It should help people. That's its role.

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

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

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.