• Complex problems require simple, clear and honest solutions.
• Successful solutions will move people by satisfying their needs, giving meaning to their lives and raising their hopes and expectations. 
• Exceptional problems demand exceptional solutions that may be radical and even disruptive.
• Effective solutions will be collaborative, inclusive and developed with the people who use them. 
• No solution should be developed or delivered in isolation but should instead recognise the social, physical and information systems it is part of.
• Every solution needs to be a robust, responsible and designed with regard to its long-term impact the environment and society. 

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• Good design is innovative
• Good design makes a product useful
• Good design is aesthetic
• Good design makes a product understandable
• Good design is unobtrusive
• Good design is honest
• Good design is long-lasting
• Good design is thorough down to the last detail
• Good design is environmentally friendly
• Good design is as little design as possible

*Dieter Rams, Ten principles for good design