Dieter Rams' 10 Principles for Good Design

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Mar 04, 2024

“Less is more.” We’ve heard it before. Sure, minimalist design is great, but only when it’s functional too. German industrial designer, Dieter Rams, put his own spin on the minimalist mantra when he quipped; “less, but better.”

Rams, born in 1932, stands as a titan in the field of industrial design. He is most recognized for his work with Braun, a consumer electronics company, where he designed a portfolio of products used daily by millions worldwide. Rams' approach emphasized simplicity, usability, and longevity and influenced dozens of consumer products to come, including the iPod and iPhone.

Rams' design journey began in 1955 when he joined Braun at just 23. He promptly rose through the corporate ranks, becoming head of design in 1961, a position he held until his retirement in 1997. During his tenure, Rams and his team were responsible for creating dozens of now iconic Braun products, from electric shavers to juicers. Ram’s designs broke away from traditional, furniture-like aesthetics, ushering in a new era of sleek and minimalist consumer electronics.

Rams' influence extends beyond specific products. In the 1970s, he articulated his now canonic "Ten Principles for Good Design," a set of guiding principles that continue to resonate with designers and creatives today.

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

Dieter Rams designed products to last a lifetime — and he's horrified by how we throw things away - ABC News — Ram’s T3 Radio served as an obvious inspiration for Apple’s iPod.

Despite his countless accolades, Rams remains critical of the design industry, particularly the emphasis on planned obsolescence and the overproduction of consumer goods. He emphasizes the importance of designing products that are not only aesthetically pleasing but also long-lasting and respectful of the environment. Today, at the age of 91, Rams continues to be a vocal advocate for responsible design. His legacy lies not only in the timeless products he helped create but also in his enduring philosophy that prioritizes user needs, environmental responsibility, and the pursuit of "less, but better."