- 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.