This Design Manifesto, written by Jasper den Ouden in 2013, contains statements of his vision and beliefs about design and everything around it.
Last edited: September, 2015.

#01 Love what you do.

The only way to make a design work, is to get some affection with the theme or subject you're designing for. As a designer you really have to dig into it and make yourself a fan. It will keep your motivation up and let you understand the principles and needs of the target group you're designing for.

#02 Gain knowledge.

As a designer you are continuously working in different fields and worlds. Worlds you do not know yet. To unravel its secrets, you have to gain some knowledge. Talk to its residents, find the beautiful spots by observing and read about it in dusty old books. Only then you will be ready to make that world a(n) (even) better place.

#03 Kill your darlings.

Ouch. I often hate to do it, but it's necessary. As a designer it's important to anticipate. If a situation or user-test concludes that your concept or design really sucks donkey balls, kill it with fire. If you are really having trouble explaining why the design is going to work, stick a knife in its belly. Immediately. Take the experience with you in your next design(s), though. Learn from it. It will make your next better.

#04 Sketching isn't difficult.

Sketches are great. It is this that you need to understand: anybody can sketch. I'm terrible at drawing, but I'm like Morgan Freeman (come on, he's awesome at pretty much everything) at sketching. The only purposes of a sketch should be to put your thoughts on paper to make it tangible and to discuss your ideas with colleagues, friends and other merry men. You don't have to paint Mona Lisa. Just make it understandable for either yourself or/and the world.

#05 Learn to listen and to talk.

Don't be a lone wolf. You need to talk to express yourself and to explain your design choices. Listening is just as important. Other people can give you feedback, which is the most valuable thing in a design process. You're not a god, so I can guarantee you: you missed a lot. That's fine, laddie. Others will notice. The more people you engage in your design, the more errors you will be able to correct.

#06 Keep it simple, sir.

The KISS-principle is a well-known principle and favored by many designers. I'm one of those. I think KISS is of great importance and you should bear the principle in mind when you design. Don't make it more complex than necessary. It already is, stupid!

#07 Be special.

Do something what has not been done yet. Do that special thing which make people shout 'WOW!' and is worth talking about. This probably is one of the most challenging statements in my repertoire, but it's definitely something you should think about and try to achieve.

#08 Typography can either nail or ruin the design.

Maybe it's a little bit too obvious to mention as statement in my manifest, but I'm a stubborn kinda fellow, so here it is written down, black on white, nonetheless. Typography. I always enjoy looking for the perfect font; a little bit of research, followed by much testing and trying. In every design context, colors, forms, message, relations etc. are different. So is the typography. In my case, it's always more of a emphatic choice, rather than a rational one. It just must feel right. In every way. And remember: there are plenty of fish in that big blue ocean. Try fishing at different coasts to find remarkable specimen.

#09 Be responsive and don't kill content.

I cheated a little. It turned out to be two statements in one, honestly. First, responsiveness. Nowadays we are living in a world, wherein everyone (even my grandparents) has an urge to be mobile. One does not simply leave home without a mobile phone and even at home it doesn't feel right, when that little thingy is not in your pocket. Nothing is better than mobile-browsing, while relieving yourself of an obligation, right? When designing a website, you should always make it suitable for those mobile (toilet-)users. Your website should be good-looking and user-friendly on every device there is or will be. Which brings us to the second part of the statement: don't kill content. In my humble opinion, it's a little bit old-fashioned to restrict content on mobile sites. Since many people spend more and more time at mobile web, you should help them out and offer the same possibilities and functionalities as you would offer them at the desktop-version of your site. Do prioritize, though.

#10 Have fun.

Last, but not least. Have fun. As a passionate designer you're a lucky person and I will tell you why. A while ago, I overheard someone talking about his job: "In my opinion my job doesn't necessarily have to be an hobby of mine." I couldn't help but think about the words he just said. I had to agree with him. It's certainly not necessary, but let's face it: life is goddamn good when you're making money, doing what you love.