Good design is innovative. The possibilities for innovation are not exhausted. Technological development continually offers new opportunities, but innovative design develops in tandem with technology and is never an end in itself | Good design makes a product useful. A product is bought to be used. It must satisfy functional, psychological, and aesthetic criteria. Good design emphasizes usefulness and disregards anything that detracts from it | Good design is aesthetic. The aesthetic quality of a product is integral to its usefulness because products we use every day affect our well-being. Only well-executed objects can be beautiful | Good design makes a product understandable. It clarifies the product’s structure. Better still, it can make the product speak. At best, it is self-explanatory | Good design is unobtrusive. Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should be neutral and restrained, leaving room for user self-expression | Good design is honest. It does not make a product appear more innovative, powerful, or valuable than it is. It does not manipulate the consumer with promises that cannot be kept | Good design is long-lasting. It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years, even in a throwaway society | Good design is thorough down to the last detail. Nothing should be arbitrary or left to chance. Care and accuracy in the design process show respect for the consumer | Good design is environmentally friendly. Design contributes to environmental preservation by conserving resources and minimizing physical and visual pollution throughout a product’s lifecycle | Good design is as little design as possible. Less, but better. It concentrates on the essential aspects and avoids non-essentials. Back to purity. Back to simplicity