It comes down to designing according to a set of principles, rather than fads. Then, you use the best available tools to align as tightly to those principles as

It comes down to designing according to a set of principles, rather than fads. Then, you use the best available tools to align as tightly to those principles as possible. It doesn't have to be boring either. A principle of Wired in the early 90s was to be outrageous and loud. Clashing colors and unreadable type completely aligned with their principles - and it was great. When new technology comes around, you evolve if it allows you to get closer to your principles. Look at fashion – as full of fads as anything. Yet there are timeless items: well constructed denim; simple and unadorned. A basic, nicely cut tee-shirt. A simple black dress. Oxfords, Vans. Why are they timeless? Because they align with principles that are unchanging: Simple, honest, functional, versatile, easy to maintain. And if your fashion principle is to stand out, then yea, each individual item of clothing will not be timeless. But the principle will be. Same applies to design in any medium.