Dieter Rams on Design’s Role

Dieter Rams is best known for his great work at Braun that in turn went on to inspire much of today’s most successful design. Most notably perhaps, would be the inspiration that lead designer Jon Ives has taken in his design of Apple’s most successful products, including the iPhone, iPod, iMac, etc.

Rams’ mantra of “Less, But Better” is well represented in today’s most popular and well-regarded products.

Here are Rams’ Ten Principals to “Good Design” which resonate deeply with Designfluence:

  • Good design is innovative
  • Good design makes a product useful
  • Good design is aesthetic
  • Good design makes a product understandable
  • Good design is unobtrusive
  • Good design is honest
  • Good design is long-lasting
  • Good design is thorough down to the last detail
  • Good design is environmentally friendly
  • Good design is as little design as possible


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