User centred design
I believe that good design is more than just mere ornamentation or something that’s aesthetically pleasing. It’s about conveying the right message, to the right person, at the right time and in the right way. For a brand or design to be truly effective, it needs to use customer insight and be customer-centric. One needs to ensure the audience can view and understand the message.

Fit for purpose
Good design should follow the client's brief and solve their business or design problem. The solution should use the appropriate technology and materials – and be sensitive to the client’s budget.

Responsible
Good design should consider its wider impact - environmentally, socially and ethically.