We think of our modular-office system as a palette that companies can use to express themselves and their values. Great design has something important to say. It communicates an epochal ideal. Great design is an icon of the time, an expression of sincerity and authenticity. That's why the chairs that were designed by Charles and Ray Eames still enchant people today.
Great design has a strong signature, but it never draws attention to itself.
You can look at a well-designed object again and again, even if it was designed 50 years ago, and it still resonates with you. You can always tell that something is poorly designed if it is paired with big promises. The bigger the promises, the worse the design. Think of a car advertisement that shows a sexy girl walking down the road who looks longingly at some unappealing guy driving by. You know that you're being sold a lousy car if the manufacturers have to use such an incredible lie to get you to buy it.