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Some Design Principals

  • Com­plex prob­lems require sim­ple, clear and hon­est solu­tions.
  • Suc­cess­ful solu­tions will move peo­ple by sat­is­fy­ing their needs, giv­ing mean­ing to their lives and rais­ing their hopes and expec­ta­tions.
  • Excep­tion­al prob­lems demand excep­tion­al solu­tions that may be rad­i­cal and even dis­rup­tive.
  • Effec­tive solu­tions will be col­lab­o­ra­tive, inclu­sive and devel­oped with the peo­ple who use them.
  • No solu­tion should be devel­oped or deliv­ered in iso­la­tion but should instead recog­nise the social, phys­i­cal and infor­ma­tion sys­tems it is part of.
  • Every solu­tion needs to be a robust, respon­si­ble and designed with regard to its long-term impact the envi­ron­ment and soci­ety.


  • 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, Ten prin­ci­ples for good design