The design should make the product speak to you.

Good design is innovative Gives a product utility Is aesthetic Makes a product easy to understand Is unobtrusive Is honest Is long-lived Is consistent down to the smallest detail Protects the environment Good design is as little design as possible.

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

Good design makes a product understandable.

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.

Good design is thorough down to the last detail - Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.

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.