迪特.拉姆斯提出：

好的设计是创新的 (Good design is innovative)

好的设计是实用的 (Good design makes a product useful)

好的设计是唯美的 (Good design is aesthetic)

好的设计让产品说话 (Good design helps a product to be understood)

好的设计是谦虚的 (Good design is unobtrusive)

好的设计是诚实的 (Good design is honest)

好的设计坚固耐用 (Good design is durable)

好的设计是细致的 (Good design is thorough to the last detail)

好的设计是环保的 (Good design is concerned with the environment)

好的设计是极简的 (Good design is as little design as possible)

乔纳森·伊夫，现任Apple公司设计师兼资深副总裁。