"Good design is innovative Gives a product utility Is aesthetic Makes a product easy to understand Is unobtrusive Is honest Is long-lived Is consistent down to the smallest detail Protects the environment Good design is as little design as possible."

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The good designer aims at a perfect fusion of the various considerations which enter into his design. He aims at an untortured unity-a direct whole. He arranges his levels consciously or subconsciously, adhearing to the requisites of the problem he is asked to solve or to his own inclination. Some designers see total act through a disc of aesthetic considerations-others, more practical minded, may put economic considerations at top level.

— Leo Lionni