The design should make the product speak to you.

Question everything generally thought to be obvious.

Good design is as little design as possible. Less, but better - because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.

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.

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.

Good design means as little design as possible.

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