设计：innovative, useful, aesthetic, understandable, honest, unobtrusive, long-lived, consistent in every detail, environmentally friendly, as little design as possible；Ive: 指示灯亮起，不指望谁会指着它说“很有特色”；search for form；remove, remove, remove, bit by bit, anything that is unnecessary, that gets in the way of maximum unity；设计民主化；design is mass production；回到原型
-好的设计是创新的。-Gutes Design sollte inovative sein.-好的设计使产品实用。-Gutes Design macht ein Produkt brauchbar.-好的设计是具美学意义的设计。-Gutes Design ist ästhetisches Design.-好的设计让产品易被理解。-Gutes Design macht ein Produkt verständlich.-好的设计是诚实的。-Gutes Design ist ehrlich.-好的设计是谦虚的。-Gutes Design ist unaufdringlich.-好的设计是持久耐用的。-Gutes Design ist langlebig.
"It’s really about trying to make an empathetic connection with people in their context. So that as designers we are picking up on the vibration of what they are about, and being able to somehow identify with that and have that spur out creative thinking and creative response." 理论多于实例，稍显杂乱无章，只能作入门科普片看，但后半段的概念升华很精彩。
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