People react positively when things are clear and understandable.

Good design makes a product understandable.

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

Good design is honest.

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 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.

As designers we have a great responsibility. I believe designers should eliminate the unnecessary. That means eliminating everything that is modish because this kind of thing is only short-lived.