“Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.”

In functionalist design the purpose intended for the object (for instance a razors purpose is to cut hair) is the guiding force behind its design. Every decision about the object (shape, texture, cost etc) is made to maximize the objects capacity to fulfill its intended purpose.

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