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Ten principles for good design

These design principles from the legendary product designer Dieter Rams has influenced not only the iconic product designs from Braun in the 1960s, but also the design of Apples products.

“My heart belongs to the details. I actually always found them to be more important than the big picture. Nothing works without details. They are everything, the baseline of quality”
– Dieter Rams

Source: vitsoe

The principles

  1. Good design is innovative
  2. Good design makes a product useful
  3. Good design is aesthetic
  4. Good design makes a product understandable
  5. Good design is unobtrusive
  6. Good design is honest
  7. Good design is long-lasting
  8. Good design is thorough down to the last detail
  9. Good design is environmentally friendly
  10. Good design is as little design as possible

  1. Good design is innovative

    The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.

  2. Good design makes a product useful

    A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasises the usefulness of a product whilst disregarding anything that could possibly detract from it.

  3. Good design is aesthetic

    The aesthetic quality of a product is integral to its usefulness because products we use every day affect our person and our well-being. But only well-executed objects can be beautiful.

  4. Good design makes a product understandable

    It clarifies the products structure. Better still, it can make the product talk. At best, it is self-explanatory.

  5. Good design is unobtrusive

    Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the users self-expression.

  6. Good design is honest

    It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.

  7. Good design is long-lasting

    It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years - even in todays throwaway society.

  8. Good design is thorough down to the last detail

    Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.

  9. Good design is environmentally friendly

    Design makes an important contribution to the preservation of the environment. It conserves resources and minimises physical and visual pollution throughout the lifecycle of the product.

  10. Good design is as little design as possible

    Less, but better - because it concentrates on the essential aspects, and the products are not burdened with non-essentials.
    Back to purity, back to simplicity.