Dieter Rams

“Good design is long-lasting.”

“Good design makes a product useful.”

“Good design is unobtrusive.”

“I think that good designers must always be avant-gardists, always one step ahead of the times.”

“Good design is innovative.”

“Good design is aesthetic.”

“Good design makes a product understandable.”

“Good design is honest.”

“Good design is environmentally friendly.”

“You cannot understand good design if you do not understand people; design is made for people.”

“My aim is to omit everything superfluous so that the essential is shown to best possible advantage.”

“Question everything generally thought to be obvious.”

“Indifference towards people and the reality in which they live is actually the one and only cardinal sin in design.”

“Design should not dominate things, should not dominate people. It should help people.”

“Less, but better.”

“Good design is thorough down to the last detail.”

“Good design is as little design as possible.”