1. Design must work, that is be effective.
2. Every single piece of good design implies UX (user experience).
3. Design must be harmonic, balanced, aesthetic.
4. There is no limits in design.
5. Limitations is what allows for infinite design options.
6. Design must be simple, which doesn't exclude sophistication at all.
7. Everything is design. Good or bad, created by human, nature, or entire universe but everything is design.