Design is proactive.

People should not have to learn a design.

Ideally, it is part of its environment.

Innovative

Design should improve user experience and extend the functionality of a product. Innovation is a key aspect that sets products apart from the crowd.

Useful

Good design serves a purpose for the user. It should be designed to be both functional and user-friendly.

Honest & understandable

Design should realistically represent the features of a product and not create false expectations. It is important that the design does not appear overloaded and is therefore easy to understand.

Durable

A good design should be timeless and not just follow current trends. It should be designed in such a way that it will still be relevant and appealing in the future.

Esthetic

Attractive natural shapes and colors, inspired by nature, contribute to harmonious well-being.