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Good design is as little design as possible.

Design

Design Wisdom: Quotes from Dieter Rams, Steve Jobs, and the Masters

Jan 30, 2026 · 5 min read

Great design is invisible until it's gone. These quotes from the legends of design — Dieter Rams, Steve Jobs, Paul Rand, and more — reveal the thinking behind beauty.

Good design is as little design as possible.

Dieter Rams Ten Principles of Good Design

Design is not just what it looks like and feels like. Design is how it works.

Steve Jobs New York Times interview, 2003

Simplicity is the ultimate sophistication.

Leonardo da Vinci Widely attributed

A logo doesn't sell the company. It identifies it.

Paul Rand Thoughts on Design

Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.

Antoine de Saint-Exupéry Wind, Sand and Stars

Design adds value faster than it adds costs.

Joel Spolsky Joel on Software

Good design is obvious. Great design is transparent.

Joe Sparano Design principle

Every great design begins with an even better story.

Lorinda Mamo Design philosophy

The details are not the details. They make the design.

Charles Eames Eames Design Philosophy

Design is thinking made visual.

Saul Bass On graphic design

Design is intelligence made visible.

Alina Wheeler Designing Brand Identity

The life of a designer is a life of fight: fight against the ugliness.

Massimo Vignelli The Vignelli Canon

Don't design for everyone. It's impossible. All you end up doing is designing something that makes everyone unhappy.

Leisa Reichelt On User Experience

Good design is good business.

Thomas J. Watson Jr. IBM (1973)

Everything is designed. Few things are designed well.

Brian Reed On Design

Design is intelligence made visible.

Alina Wheeler Designing Brand Identity

The life of a designer is a life of fight: fight against the ugliness.

Massimo Vignelli The Vignelli Canon

Don't design for everyone. It's impossible. All you end up doing is designing something that makes everyone unhappy.

Leisa Reichelt On User Experience

Good design is good business.

Thomas J. Watson Jr. IBM (1973)

Everything is designed. Few things are designed well.

Brian Reed On Design

Design is intelligence made visible.

Alina Wheeler Designing Brand Identity

The life of a designer is a life of fight: fight against the ugliness.

Massimo Vignelli The Vignelli Canon

Don't design for everyone. It's impossible. All you end up doing is designing something that makes everyone unhappy.

Leisa Reichelt On User Experience

Good design is good business.

Thomas J. Watson Jr. IBM (1973)

Everything is designed. Few things are designed well.

Brian Reed On Design