1. Good design is innovative.
2. Good design makes a product understandable.
3. Good design is elegant.
4. Good design makes a product useful.
5. Good design is unobtrusive.
6. Good design is honest.
7. Good design is long living.
8. Good design is consequent right to the very last detail.
9. Good design is friendly to the environment.
10. Good design is as little design as possible.
