- Good design is less: Less is more
- Less is Bold: Bold means confidence
- Bold is experimental: Experiments involve risks
- Experimental design is fresh: Fresh faces are always welcome
- Fresh is creative: Creativity attracts curiosity
- Creative is smart: Make people think and rethink
- Smart is communicative: Communicate visually
- Communicative design is simple: Easy to understand yet difficult to produce
- Simple is aesthetic: Attractive things work better
- Aesthetic is good: Good enough is never good enough