I’m a big fan of Dieter Rams’ ten design principles. I try to follow them as much as possible when designing anything.
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Good design is innovative
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Good design makes a product useful
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Good design is aesthetic
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Good design makes a product understandable
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Good design is honest
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Good design is unobtrusive
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Good design is timeless
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Good design is thorough down to the last detail
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Good design is environmentally friendly
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Good design is as little design as possible