10 principles of Dieter Rams

The Dieter Rams, born in 1932 is a German industrial designer who studied and worked as an architect for a few years until he joined the company manufacturing electronic devices, known to all Braun. Within a few years became the company’s design chief, a position he held for almost 35 years until 1998. During his tenure, he and his team have designed many devices (some of them fictitious) as turntables, furniture, household appliances and storage systems.

Also credited the memorable phrase “Weniger, aber Besser”, which basically translates to “less, but better.” The Dieter Rams used the graphic design, form, proportion and material to create media about his plans. His work does not try to be the center of attention, despite it allows the work to become part of the environment through precision and order.

The Dieter Rams is also well known for its ten principles for good design. Something even today, thirty years later to heed regarding what we plan …

Good design is innovative

The possibilities for innovation are not exhausted. Technological development constantly offers new opportunities for innovative design. But innovative design always develops in conjunction with the innovative technology, and can never be an end in itself.

Good design makes a product useful

A product is bought to be used. You must meet certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly be the downgrade.

Good design is aesthetic

The aesthetic quality of the product is integral to its usefulness because products we use every day reflect our personality and our prosperity. But only well-executed objects can be beautiful.

Good design makes a product understandable

It explains the structure of the product. Even better, it can make the product talk. At best, the product itself is self explanatory.

Good design is distinctive

Products that meet a particular purpose are like tools. They are neither decorative objects nor works of art. Their design must be both neutral and restrained, to leave room for the expression of the user.

Good design is honest

It makes a product more innovative, more powerful and more valuable than it really is. It does not attempt to manipulate the consumer with promises that can not be observed.

Good design is long-lasting

It avoids being fashionable and therefore when not showing outdated. Unlike fashionable design, it lasts many years – even in today’s disposable society.

Good design is complete to the last detail

Nothing must be arbitrary or left to chance. The care and precision in the design process show respect towards the consumer.

Good design is environmentally friendly

The design contributes significantly to environmental protection. Conserves resources and minimizes physical and visual pollution throughout the product life cycle.

Good design is as little as possible design

Less but better, because it focuses on the key aspects, and products are not burdened with unnecessary.

Back to purity, back to simplicity.

Many people believe that Dieter Rams is the great influence of the Industrial Design Jonathan Ive vice president of Apple. A typical example is the pocket tranzistoraki Braun’s compared to the iPod of Apple. The similarity in the structure and arrangement of functions is beyond obvious.