Organize complexity. Begin by defining the structure, hierarchy, and constraints, then let every part find its ideal place. Simplify, but don’t overdo it: simplicity should be a consequence, not a goal.
Embrace rationality. Synthesize the outcome with logic, reason & sensibility; personal taste or aesthetics must serve the product’s purpose, not vice versa. Leave no decision to chance.
Craft with care. Show gratitude towards the user and self-discipline through care, precision, and thoroughness down to the last detail — whether seen or not. Be a force against thoughtlessness.
Less, but better. Accomplish one thing exceptionally rather than two things mediocrely. Concentrate on the essential elements and omit the superfluous. It’s always easier to add than to take away.
Respect the user. Serve, don’t impress. Only seek attention when necessary; only ask for and use what’s needed. Be quiet and understated, not ostentatious or extravagant.
Make to last. Refrain from following the fashion or updating for the sake of being different or new. Strive for an adaptable, expandable, maintainable system. Resist consumerism and throwaways.