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

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

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

The design should make the product speak to you.

Good design is honest.

My worry is that the world is becoming more chaotic every day. My excitement is that more people paying attention to 'Less but better' could help solve our growing problems.