One of my design professors forced us to limit use of the words "like" and "think" in our design presentations. This helped us articulate our design intentions and avoid overly overt amounts of subjectivity. Years later, while working with Volkswagen I was informally introduced to "braun" design.

Back in the early 1980s, Dieter Rams was becoming increasingly concerned by the state of the world around him – “an impenetrable confusion of forms, colours and noises.” Aware that he was a significant contributor to that world, he asked himself an important question: is my design good design?

As good design cannot be measured in a finite way he set about expressing the ten most important principles for what he considered was good design.