listen up

I love reading about designers and what their personal mantras are. Dieter Rams is one of the most influential industrial / product designers in our time. He made Braun a household name in the 50s and 60s by creating simple products that worked well. Design trends that are still being followed and copied today.
When asked if he thinks his work was good, he responded with the statements he designs by
 
Good design:

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.

I look at these 10 guidelines, and I think they apply to every facet of design. Web, print, branding, but further, and into architecture  interior design, landscape design, fashion, etc. Im pretty sure Ikea, Apple and Audi follow these rules as much as they can, and I think it shows.