Good design is thorough, down to the last detail.
The design should make the product speak to you.
Good design makes a product understandable.
Design should not dominate things, should not dominate people. It should help people. That's its role.
Design is a thinking process that starts in the head and with sketches. Thinking cannot be done by a computer.
My goal is to omit everything superfluous so that the essential is shown to best possible advantage.