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

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.

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

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.

Good design means as little design as possible.

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