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Dieter Rams, an industry-recognized design expert, has these things to say about what good design should strive to achieve.

While his principles aren’t specific to web design, they are very applicable. Think of these when asking yourself how to improve your site’s design.

1. Good design is innovative
2. Good design makes a product useful
3. Good design is aesthetic
4. Good design makes a product understandable
5. Good design is unobtrusive
6. Good design is honest
7. Good design is long-lasting
8. Good design is thorough down to the last detail
9. Good design is environmentally-friendly
10. Good design is as little design as possible