“Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.”
— Steve Jobs
“The thing is, it’s very easy to be different, but very difficult to be better.”
— Johny Ive

Ten principles for good design by Dieter Rams

  1. Is innovative
    The possibilities for progression are not, by any means, exhausted. Technological development is always offering new opportunities for original designs. But imaginative design always develops in tandem with improving technology, and can never be an end in itself.
  2. Makes a product useful
    A product is bought to be used. It has to satisfy not only functional, but also psychological and aesthetic criteria. Good design emphasizes the usefulness of a product whilst disregarding anything that could detract from it.
  3. Is aesthetic
    The aesthetic quality of a product is integral to its usefulness because products are used every day and have an effect on people and their well-being. Only well-executed objects can be beautiful.
  4. Makes a product understandable
    It clarifies the product’s structure. Better still, it can make the product clearly express its function by making use of the user’s intuition. At best, it is self-explanatory.
  5. Is unobtrusive
    Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.
  6. Is honest
    It does not make a product appear more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.
  7. Is long-lasting
    It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.
  8. Is thorough down to the last detail
    Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.
  9. Is environmentally friendly
    Design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product.
  10. Is as little design as possible
    Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.

Josh Payton: The Huge Design Process - Making Something You Love

“Design is not just what it looks like and feels like. Design is how it works.”
— Steve Jobs

In my experience, users react very positively when things are clear and understandable. That’s what particulary bothers me today, the arbitrariness and thouthtlessness with which many things are produced and brought to market.

- Dieter Rams

“Quiet people have the loudest minds”
— Stephen Hawking

Legendary Industrial Designer Dieter Rams Visits Art Center College of Design

“Be so good they can’t ignore you”
— Steve Martin