Good Design

Long-Eared Owl head as a digital model turning on a computer screen, and the man working on it at his desk

Good design is subjective, but we think Dieter Rams captured it best with his ten principles of good design:

  1. Good design is innovative
  2. Good design makes a product useful
  3. Good design is aesthetic
  4. Good design makes a product understandable
  5. Good design is unobtrusive
  6. Good design is honest
  7. Good design is long-lasting
  8. Good design is thorough down to the last detail
  9. Good design is environmentally-friendly
  10. Good design is as little design as possible