"The majority of products that we encounter in our day-to-day lives scream for attention or try to impress us... Good design creates powerful long-lasting relationships with products (because) good design creates objects with balanced proportions. ...go further by trying to create objects in balanced proportion with people. 

Good design means to me: as little design as possible 

To use design to impress, to polish things up, to make them chic, is no design at all. This is packaging. 

When we concentrate on the essential elements in design, when we omit all superfluous elements, we find forms become: quiet, comfortable, understandable and, most importantly, long lasting."

Dieter Rams 1976