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.

Good design emphasises the usefulness of a product whilst disregarding anything that could possibly detract from it.

The design should make the product speak to you.

Question everything generally thought to be obvious.

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

All too much of the man-made is ugly, inefficient, depressing chaos.