“Less, but better” is not just a design concept, it’s also about our behaviour. Less would be better everywhere.

1/ Good design is innovative

Design always comes about in connect with innovative technology. How can design be good if the technology is not on the same level?

2/ Good design makes a product useful

Good design optimises usefulness and ignores anything that doesn’t serve the purpose or works against it.

3/ Good design is aesthetic

Objects you use daily significantly shape your personal surroundings and your sense of well-being. Only something that is well-made can be beautiful.

4/ Good design makes a product understandable

It makes it easy to understand the structure of the product. Even more, it can make the product “talk”. Ideally, it explains itself best.

5/ Good design is unobtrusive

Product that serve a purpose have the characteristics of a tool. Their design should be neutral and leave room for the user’s self-expression.

6/ Good design is honest

Honest means not trying to a product look more innovative, powerful or more valuable than it really is.

7/ Good design is long-lasting

In contrast to fashionable design, it lasts many years even in our current throwaway society.

8/ Good design is thorough down to the last detail

Nothing should be arbitrary or left to chance. Thoroughness and precision are expressions of respect for the user.

9/ Good design is environmentally friendly

Design makes an important contribution to preserving the environment. It conserves resources and minimises physical and visual pollution.

10/ Back to simplicity, Back to purity

Good design is as little design as possible.