Ten Principles of Good Design by Dieter Rams

1. Innovative.
2. Makes a Product Useful.
3. Aesthetic.
4. Makes A Product Understandable.
5. Unobtrusive.
6. Honest.
7. Long-lasting.
8. Thorough Down to the Last Detail.
9. Environmentally Friendly.
10. 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.

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