What is good design? That is a question that has received very different answers throughout the ages. The reason that there is no one final answer is that design is not a constant but a variable concept that is constantly shaped by technology, culture and the spirit of the time. Therefore, the answer to the question will change over time. The ten conditions listed here reflect the fact that design has expanded over time, and that design competence is now embedded in new contexts and has a stronger societal component than it once did.

Good design is

Innovative
An innovative design can be a ‘break-through’ product or service, but it can also be a re-design of an existing product or service. A ‘break-through’ product offers the market and the user a new and previously unseen function and added value, while a re-design improves on an existing product.

Functional
Functional design is intended to serve a function – preferably a primary and a supplemental function. A functional design solves a problem, and in its design it optimises a given function.

Aesthetic
An aesthetic product has an inherent power of fascination and an immediately accessible sensuous quality.

Intuitive
Intuitive design is self-explanatory and thus often negates the need for a user manual. It is obvious how the design should be used, perceived and understood. The design explains the function.

Good business
Good design is competitive and stands out in a competitive market. Good business means a healthy bottom line – hence, good design is also a product or a service that sells well.

Honest
An honest design only communicates the functions and values it actually offers. It should not manipulate buyers or users into thinking that it offers more than it does.

Durable
In a society characterised by excessive consumption, good design serves an important purpose. It is based on durability in the sense that the design and the materials have staying power rather than just representing a fad. Waste and excessive consumption are not aspects of good design.

Responsible
Good design is responsible, among other things by considering environmental concerns. For example, it may contribute to a cleaner and more sustainable world, where materials have high durability and may even be recycled in new contexts.

Shaped and styled
Shape and appearance are essential aspects of good design. They are the basis for creating and designing. Shaping and styling ensure an attractive sensuous quality and an added value.

User oriented
Good design focuses on the user and aims to improve a given situation for the user. User-oriented design provides an added value, whether material or immaterial, and thus increases the user’s satisfaction and life situation.