Design is not just aesthetics. It is much more than what we see.

Good design is not just what looks good. It also needs to perform, convert, astonish, and fulfil its purpose. It can be innovative or it might just get the job done.

1. Good design is innovative - it can both be a break-through product or service, and a redesign of an existing product or service. A break-through product adds a before unseen value and function to the market and the user, while a redesign improves an existing product. Innovative design always develops in tandem with innovative technology, and can never be an end in itself.

2. Good design is functional - useful design fills its intended function – and likely both a primary and secondary function. A useful design solves problems and through its design, it optimizes a given functionality.

3. Good design is aesthetic - an aesthetic product has an inherent power of being able to fascinate and immediately appeals to its user’s senses. Only well-executed objects can be beautiful. The aesthetic quality of a product is integral to its usefulness because products used every day have an effect on people and their well-being.

4. A good design is intuitive - it explains itself and makes a user manual unnecessary. A design makes how to use, perceive, and understand a product obvious. A good design explains its function. It clarifies the product’s structure. Better still, it can make the product clearly express its function by making use of the user’s intuition. At best, it is self-explanatory.

5. A good design is a good business - assuming a product is designed to sell, a good design does well in the competition and stands out in a competitive market. Good business means a positive profit, why a good design sells well.

6. A good design is long-lasting - in a society of over-consumption, a good design has an important objective. It builds on sustainability in the sense that design and materials are durable and not just a trend. Waste and over-consumption is not a part of good design. It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society #innovate

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