Good design

"Graphic design which fulfils aesthetic needs, complies with the laws of form and the exigencies of two-dimensional space; which speaks in semiotics, sans-serifs, and geometrics; which abstracts, transforms, translates, rotates, dilates, repeats, mirrors, groups, and regroups is not good design if it is irrelevant. Graphic design which evokes the symmetria of Vitruvius, the dynamic symmetry of Hambridge, the asymmetry of Mondrian; which  is a good gestalt, generated by intuition or by computer, by invention or by a system of coordinates is not good design if it does not communicate."

Paul Rand, A Designer's Art