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

Good designers must always be avant-gardists, always one step ahead of the times. They should – and must – question everything generally thought to be obvious. They must have an intuition for people’s changing attitudes. For the reality in which they live, for their dreams, their desires, their worries, their needs, their living habits. They must also be able to assess realistically the opportunities and bounds of technology.

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

Good design means as little design as possible.

Things which are different in order simply to be different are seldom better, but that which is made to be better is almost always different.

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.

Good design is thorough, down to the last detail.