Good design is thorough, down to the last detail.

I am not an early bird. I go to bed normally between midnight and 1 oclock, so it is understandable that I cannot be an early bird. I wake up around 9 oclock.

I am troubled by the devaluing of the word 'design’. I find myself now being somewhat embarrassed to be called a designer. In fact I prefer the German term, Gestalt-Ingenieur. Apple and Vitsoe are relatively lone voices treating the discipline of design seriously in all corners of their businesses. They understand that design is not simply an adjective to place in front of a product’s name to somehow artificially enhance its value. Ever fewer people appear to understand that design is a serious profession; and for our future welfare we need more companies to take that profession seriously.

My heart belongs to the details. I actually always found them to be more important than the big picture. Nothing works without details. They are everything, the baseline of quality.

People react positively when things are clear and understandable.

Good design is honest.

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