Ten Principles of Good Design
(Hans Gugelot, HfG Ulm)

  1. Good Design is innovative.
  2. Good Design is profitable to a product.
  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 durable.
  8. Good Design is consistent even in its smallest detail.
  9. Good Design is environmentally conscious.
  10. Good Design is as little design as possible.