Good Design is...

Here is an interesting quote that I found today. These seem to all be very good goals to keep in mind for every project. I wish a lot of advertisers would pay more attention to points 5, 6, and 10.

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.

    — Dieter Rams (1985)