• Good design is innovative.
• Good design makes a product useful.
• Good design is aesthetic.
• Good design helps us to understand a product.
• Good design is unobtrusive.
• Good design is honest.
• Good design is durable.
• Good design is consequent to the last detail.
• Good design is concerned with the environment.
• Good design is as little design as possible.

His work – http://gizmodo.com/343641/1960s-braun-products-hold-the-secrets-to-apples-future

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1. Design is communication, not decoration.