• Good design is innovative.
• Good design makes a product useful.
• Good design is aesthetic.
• Good design makes a product understandable.
• Good design is unobtrusive.
• Good design is honest.
• Good design is long-lasting.
• Good design is thorough down to the last detail.
• Good design is environmentally friendly.
• Good design is as little design as possible.

Dieter Rams (1985)