Dieter Rams, iconic industrial designer and long-time Braun designer, created 10 Principles for Good Design to guide his design philosophy. These principles are still widely respected and have strongly influenced modern design. Here are the Rams principles:
1. Good design is innovative
The design utilizes the latest technology and material development. It strives to find new, inventive solutions to problems. Even as technology evolves, good design stays current and takes advantage of innovation without creating clutter.
2. Good design makes the product useful
The purpose of the product must meet a practical need. Good design focuses on the functionality and benefit of the product above all. Aesthetics must not be an independent value, but must support the usability of the product.
3. Good design is aesthetic
The visual appearance of the product is important, as a well-designed product is also pleasant to look at and use. Aesthetics support the usability of a product and make it more desirable, but it is never the only goal.
4. Good design makes the product understandable
The well-designed product is intuitive and easy to use without complicated instructions. Its design clearly communicates the function and intended use of the product. The product “speaks” to its user without unnecessary explanations.
5. Good design is unobtrusive
Good design does not emphasize itself and is not overbearing. It serves the user’s needs and blends into everyday life without too much attention. At its best, the design is unobtrusive and natural.
6. Good design is honest
The design should be honest and should not promise anything that the product cannot offer. It must not create misleading impressions, for example by using flashy but unnecessary features.
7. Good design is durable
A well-designed product is long-lasting, both aesthetically and physically. It does not follow passing trends, but retains its appeal and functionality even after years of use. Sustainable design also supports ecological responsibility.
8. Good design is thorough to the end
Every detail is thought out and meaningful. Good design leaves nothing to chance, but carefully finishes the product from start to finish. The details are as important as the whole.
9. Good design is environmentally friendly
The design must take into account the environmental effects throughout the product’s life cycle. Ecology and efficient use of resources are essential parts of good design. This means both the product’s manufacture, use and recyclability.
10. Good design is as little design as possible
Less is more. Good design focuses on the essential and avoids extra and unnecessary elements. The design should not be too complicated, but should be simplified so that the product’s functionality and usability are emphasized.
Summary
Dieter Rams’ principles emphasize the clarity, usability and durability of the design. According to him, good design is innovative, functional and aesthetic without being overbearing. These principles have strongly influenced the development of design and are still relevant in today’s product design.
