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Design Manifesto
Design Manifesto.
Ten principles that guide my daily design practice
Principle Nº1 
Design is an intellectual profession, and that’s precisely why it matters.
The genesis of any design work begins with the spark of an idea. As designers, we possess the talent to envision the entire process required to materialize our concepts. Dieter Rams aptly stated that ‘Good design is thorough down to the last detail,’ and Charles Eames emphasized that ‘the details are not the details, they make the design.’ Acknowledging the intellectual aspect of our work as real and crucial is the first step towards maintaining a high standard of professional practice.

Principle Nº2
Design has to be human, honest and clever.
This is the only way to achieve a semblance of greatness in this industry. Before being designers, we are all human; therefore, we should design things that speak a common language—a human language. Our users deserve honest designers who can create products and services that help them fulfill specific tasks without making them feel inferior or wasting their time.

Principle Nº3
The role of design is to prioritize people, messages, and ideas.
As humans, we all have the responsibility to care for each other, but as designers, we also bear the responsibility of shaping the legacy of our times. We are accountable for the contributions we make to the world. It is crucial that we care deeply and exercise caution when choosing which message or ideal to stand by. A powerful message can inspire profound concepts or ideas capable of reshaping societies. Designers must take this responsibility seriously to avoid unethical practices.

Principle Nº4
A good designer must satisfy their creative hunger and strive for excellence, regardless of the cost.
Defining creativity in a meaningful way is almost impossible; however, when we recognize that something is not good enough, not creative enough, we feel it in our bones. We must trust our instincts, challenge ourselves to avoid relying on familiar formulas, and strive to push our limits. The goal is to improve through hard work, and if we maintain a human, honest, and clever approach, the world will appreciate our efforts.

Principle Nº5
A good designer understands their worth and knows how to market it.
We all understand that our work may seem easy to achieve, but that doesn’t diminish its value. Good design is good business. It’s essential for us all to learn how to charge our clients fairly, and fair doesn’t necessarily mean cheap.
Principle Nº6
A good designer does not design useless or banal things.
We live in an ‘all you can eat’ society that is essentially designed for frenzied consumption. Accepting this as normal is a mistake that disrupts the universal balance. To correct this, we must take the initiative by learning to say ‘NO’ to any project that doesn’t produce outcomes essential for society.
We don’t need more; we need less, but better.

Principle Nº7
A good designer knows that the audience is not dumb.
The most common mistake designers can make is assuming that people are stupid or unwilling to be challenged. If you aim to create impactful work, the first step is to genuinely respect your users.

Principle Nº8
Designers should support, respect and acknowledge other designers.
We are all here thanks to the effort of colleagues that helped to shape our concepts and tools. We have to acknowledge the legacy of those who came before us and respect those who have shaped the profession, teaching us the difference between right and wrong.

Principle Nº9
Hard work is key. Talent is not enough.
The best designers understand that talent alone is not reliable. It all comes down to the same old cliché: ‘1% inspiration and 99% perspiration.’ Get to work, do your best, own up to any mistakes, and keep moving forward.

Principle Nº10
Good design is ethically sound and does no harm.
Our profession lacks an equivalent of the Hippocratic Oath. I believe this absence is responsible for many of the design crimes witnessed throughout history.
If our aim is to assist people in achieving greatness without causing harm, then we must elevate our practice by prioritizing professional ethics and the well-being of everything we create.
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