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Back in the late 1970s, Dieter Rams was becoming increasingly concerned by the state of the world around him – “an impenetrable confusion of forms, colours and noises.” Aware that he was a
significant contributor to that world,he asked himself an important
question: is my design good design?As good design cannot be measured in a finite way he set about expressing the ten most important principles for what he considered was good design. (Sometimes they are referred as the ‘Ten
commandments’.)Here they are.
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.
Dieter Rams: ten principles for good design
Vits?’s designer,
Dieter Rams.Photograph by Abisag Tüllmann
TP 1
radio/phono combination,1959, by Dieter Rams for Braun
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.
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.
Good design
makes a
product
understandable
It clarifies the product’s structure.
Better still, it can make the product
talk. At best, it is self-explanatory. MPZ 21
multipress
citrus juicer,
1972, by
Dieter Rams
and Jürgen
Greubel for
Braun
RT 20
tischsuper
radio, 1961,
by Dieter
Rams for
Braun
T 1000
world
receiver,
1963, by
Dieter Rams
for Braun
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 user’s self-expression.
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.
Good design is
long-lasting
It avoids being fashionable and
therefore never appears antiquated.
Unlike fashionable design, it lasts
many years – even in today’s
throwaway society.
Cylindric T 2
lighter,
1968, by
Dieter Rams
for Braun
L 450 flat
loudspeaker,
TG 60 reel-
to-reel tape
recorder and
TS 45
control unit,
1962-64, by
Dieter Rams
for Braun
620 Chair
Programme,
1962, by
Dieter Rams
for Vits?
Good design 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 user.
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.
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.
Please share these principles accurately and fairly.
Dieter Rams What is Vits??
ET 66
calculator,
1987, by
Dietrich Lubs
for Braun
606
Universal
Shelving
System,
1960, by
Dieter Rams
for Vits?
L 2 speaker,
1958, by
Dieter Rams
for Braun
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