Rams

Dieter Rams “10 Principles of Good Design” is still the quintessential list of modern design principles.

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

To read an in-depth explanation of the principles check out the Dieter Rams website.