“Ten Principles for Good Design”

by Dieter Rams

1. Good design is innovative.
2. Good design makes a product useful.
3. Good design is aesthetic.
4. Good design makes a product understandable.
5. Good design is unobtrusive.
6. Good design is honest.
7. Good design has longevity.
8. Good design is consequent down to the last detail.
9. Good design is environmentally friendly.
10. Good design is as little design as possible.