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

People react positively when things are clear and understandable.

We designers, we don't work in a vacuum. We need business people. We are not the fine artists we are often confused with.

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

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.

Design is a thinking process that starts in the head and with sketches. Thinking cannot be done by a computer.

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