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.
We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of, 'Oh, it looks like the last one; can't we make it look different?' Well no, there's no reason to.
With the passage of time, the psychology of people stays the same, but the tools and objects in the world change. Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible.
What the hell is good design? Is it something that gives satisfaction to your own ego? Or is it something that creates a positive response in the eyes, minds, and hearts of millions of people? Also, is it something that is appropriate to its category? Ideally it is all of these.
To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry.
Just as in nature systems of order govern the growth and structure of animate and inanimate matter, so human activity itself has, since the earliest times, been distinguished by the quest for order. Tomorrow or in ten, twenty years' time aesthetic tastes will have changed, but laws last and are independent of time.
Recognizing the need is the primary condition for design. The details are not the details. They make the design.
Design is a process - an intimate collaboration between engineers, designers, and clients.
I want everything we do to be beautiful. I don’t give a damn whether the client understands that that’s worth anything, or that the client thinks it’s worth anything, or whether it is worth anything. It’s worth it to me. It’s the way I want to live my life. I want to make beautiful things, even if nobody cares.
Design is thinking made visual.
Thank you for your time.