Good design is as little as possible. Less, but better, because it concentrates on the essential aspects, 
and the products are not burdened with non-essentials. Back to purity, back to simplicity.

Indifference towards people and the reality in which they live is actually the one and only cardinal sin in design

The design should make the product speak to you.

An honest design communicates solely the functions and values it offers. It does not attempt to manipulate buyers and users with promises it cannot keep.

A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.