Design should be built upon a thorough understanding of the context, parameters and objectives of any given project.
Everything is important. Design should communicate or project an image, a message a promise or a purpose.
Take time to do it properly, making sure it's considered, appropriate, tested and checked.
Design isn't fixed, it's part of an approach, a series, a system or strategy. It is driven by thinking and should be adjustable to achieve the very best results.
Everything created should be made with a long-term approach in mind. It helps to maximise success and extends usefulness.