Design should not dominate things, should not dominate people. It should help people. That's its role.

Question everything generally thought to be obvious.

Good design means as little design as possible.

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.

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.

Products have to be designed in a way that they are comprehensible.

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