HERO

good design

"In my experience, users react very positively when things are clear and understandable.

That's what particularly bothers me today, the arbitrariness and thoughtlessness with which many things are produced and brought to market.

We have too many unnecessary things everywhere.

Good design should be innovative.

Good design should make a product useful.

Good design will make a product understandable.

Good design is honest.

Good design is unobtrusive.

Good design is long lived.

Good design is consistent in every detail.

Good design is as little design as possible."

-Dieter Rams

"Today you find only a few companies that take design seriously, as I see it.

And at the moment that is an American company.

It is Apple."

-Dieter Rams

"When we design a product, we get design out the way.

When forms develop with that sort of reason, and they're not just arbitrary shapes, they feel almost inevitable, almost undesigned.

It feels like: of course it's that way, why would it be any other way?"

- Jonathan Ive, Apple Industrial Design

“The most successful tech gets out of the way and helps us create our lives.” - Amber Case

classic tonne

rapha

GOOD

"It's Not How Good You Are, It's How Good You Want To Be"

-Paul Arden