1. What is good design?

2. Good design is sustainable design.
It results in objects, systems or services that work aesthetically, functionally and commercially, improving people’s lives and making the smallest possible impact on the planet.

3. It is a process… Good design is a verb, not just a noun
It is a process… Good design is a verb, not just a noun. It is a sequence of steps that defines problems, discovers solutions and makes them real.

4. …joining creativity and innovation… Creativity generates ideas and innovation exploits them. Good design connects the two. It links ideas to markets, shaping them to become practical and attractive propositions for customers or users.

5. …and delivering value.
Good design is a quantifiable benefit, not a cost. Its value can be measured economically, socially and environmentally.