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Dieter Rams
10 Principles for
  Good design
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.
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
 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.
etic
                                                   sth                        we
                                                                           cts cts

                                                 ae                      du bje
                                                                      pro d o
                                                                   se ute

                        is
                                                                cau xec
                                                             be ll-e

                      n
                                                           ss we
                                                        lne nly

                    ig
                                                     efu t o
                                                   us Bu

                   s
                                                its g.

                  e
                                            l to ein
                                         gra ell-b


   d             d                   inte r w
                                 t is ou
                               uc nd

  o
                            rod n a
                         a p rso

Go         et y a
        sth da l.
                 ua t o
             ic q ffec
                       of pe
                   lity ur

     ae ry
T he eve autifu
     e e be
  us b
    c an
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.
est
                                        hon
Good design is
  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.
Good design is through
                                                   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.




Gilt-bronze Incense Burner of Baekje,South Korea
Good design is
environmentall
y 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.
Dieter rams's 10 design principles

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Dieter rams's 10 design principles

  • 1. Dieter Rams 10 Principles for Good design
  • 2. 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.
  • 3. 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.
  • 4. 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.
  • 5. etic sth we cts cts ae du bje pro d o se ute is cau xec be ll-e n ss we lne nly ig efu t o us Bu s its g. e l to ein gra ell-b d d inte r w t is ou uc nd o rod n a a p rso Go et y a sth da l. ua t o ic q ffec of pe lity ur ae ry T he eve autifu e e be us b c an
  • 6. 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.
  • 7. est hon Good design is 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.
  • 8. 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.
  • 9. Good design is through 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. Gilt-bronze Incense Burner of Baekje,South Korea
  • 10. Good design is environmentall y 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.
  • 11. 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.