Good design should be innovative
Good design should make a product useful
Good design is aesthetic design
Good design will make a product understandable
Good design is honest
Good design is unobtrusive
Good design is long-lived
Good design is consistent in every detail
Good design is environmentally friendly
Last but not least, good design is as little design as possible
Dieter Rams in Objectified (2009) directed by Gary Hustwit
