Many years ago, I summarised the experiences from my creative work and my attitude to product design in ten principles. I think they are still valid today:

• 01

  Good design is innovative

• 02

  Good design makes a product useful

• 03

  Good design is aesthetic

• 04

  Good design makes a product comprehensible

• 05

  Good design is unobtrusive

• 06

  Good design is honest

• 07

  Good design is enduring

• 08

  Good design is consistent down to the last detail

• 09

  Good design is environmentally friendly

• 10

  Good design is as little design as possible

However, they are not set in stone and each generation should review them and, if necessary, modify or supplement them. Think of them as a mental guide for your work.Think of yourself not only as an advocate for people and their needs, but also as an advocate for our planet.“The days of thoughtless design for thoughtless consumption are over,” I also wrote that years ago. Unfortunately, this wish has not yet been fulfilled. I pass on my wish to you. Do less, but better things.