Dieter Rams, Ten principles for good design

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  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 is long-last­ing.
  8. Good design is thor­ough down to the last detail.
  9. Good design is envi­ron­men­tal­ly friend­ly.
  10. Good design is as lit­tle design as pos­si­ble.