Good design is long-lasting

It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.

Good design is as little design 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.

Well-structured content is now an essential part of art direction. Consider how it can flow into a variety of containers by being mindful of their constraints and capabilities. Be bold and explore new possibilities but know the future is likely to head in many directions.

Highly capable smart devices, simple constrained devices, interoperable devices and (a whole lot) more are part of our future. Structure and store your content accordingly.

- Design is for solving problems. Not just making things pretty.

- A design is never finished, you just stop working on it.

- Don’t design decorations — always have a concept that drives a design. A visual style should not be mistaken for a concept.

- Design is not just about what it looks like, it’s also about how it works.

- Never present an option to a client that you don’t like, or they will pick that one.