... Is Innovative

... Makes a Product Useful

... Is Aesthetic

... Makes A Product Understandable

... Is Unobtrusive

... Is Honest

... Is Long-lasting

... Is Thorough Down to the Last Detail

... Is Environmentally Friendly

... Is as Little Design as Possible

Source: San Francisco Museum of Modern Art - The design ethos of Dieter Rams

Image: 606 Universal Shelving System, 1960, by Dieter Rams