Good design is:
1. Is innovative. The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.
2. Makes a product understandable. It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.
3. Is long-lasting. It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.
4. Is as less as possible. Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials.
5. Is unobtrusive. Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should, therefore, be both neutral and restrained, to leave room for the user’s self-expression.
6. Is aesthetic. The aesthetic quality of a product is integral to its usefulness because products we use every day affect our person and our well-being. But only well-executed objects can be beautiful.
7. Is environmentally-friendly. The design makes an essential contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product.
8. Makes a product useful. A product is bought to be used. It has to satisfy specific criteria, not only functional but also psychological and aesthetic. Good design emphasizes the usefulness of a product while disregarding anything that could detract from it.
9. 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 user.
10. Is honest. It does not make a product more innovative, powerful, or valuable than it is. It does not attempt to manipulate the consumer with promises that cannot be kept.