Good design means as little design as possible.

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 honest.

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.

A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.

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

People react positively when things are clear and understandable.