2. Dieter Rams has established
himself as one of the most
influential
Product designers of the
postwar era.
3. Rams approach to design follows the
principle of functionalism- that design
should use simple, undecorated forms
which express the object’s use.
Colour was not encouraged.
4. Rams represents an unbroken line
of Modernism that stretches back
to the Bauhaus through to his own
education at the Ulm school
5. Dieter Rams (born May 20, 1932 in
Wiesbaden)
is a German industrial designer
closely associated with the consumer products
company Braun and the Functionalist
school of industrial design.
7. •Good design is innovative
•Good design makes a product useful
•Good design is aesthetic
•Good design helps us to understand a product
•Good design is unobtrusive
8. •Good design is honest
•Good design is durable
•Good design is consequent to the last detail
•Good design is concerned with the environment
•Good design is as little design as possible
9. Good design is innovative
It does not copy existing
product forms, nor does it
produce any kind of novelty
for the sake of it. The
essence of innovation must be
clearly seen in all functions
of a product. The possibilities
in this respect are by no
means exhausted.
Technological development
keeps offering new chances
for innovative solutions.
TP 1 radio/phono combination, 1959, by Dieter Rams for Braun
11. Good design
makes a product
useful
A product is bought in
order to be used. It must
serve a defined purpose
– in both primary and
additional functions.
The most important task
of design is to optimise
the utility of a product.
MPZ 21 multipress citrus juicer, 1972, by Dieter Rams and Jürgen Greubel for Braun
12. Good design is aesthetic
The aesthetic quality of a product –
and the fascination it inspires – is an
integral part of its utility. Without
doubt, it is uncomfortable and tiring to
have to put up with products that are
confusing, that get on your nerves, that
you are unable to relate to. However, it
has always been a hard task to argue
about aesthetic quality, for two
reasons.
RT 20 tischsuper radio, 1961, by Dieter Rams for Braun
13. Firstly, it is difficult to talk about
anything visual, since words have a
different meaning for different people.
Secondly, aesthetic quality deals with
details, subtle shades, harmony and the
equilibrium of a whole variety of visual
elements. A good eye is required,
schooled by years and years of
experience, in order to be able to draw
the right conclusion.
15. Good design helps a
product to be
understood
It clarifies the structure of
the product. Better still, it
can make the product talk.
At best, it is self-explanatory
and saves you the long,
tedious perusal of the
operating manual.
T 1000 world receiver, 1963, by
Dieter Rams for Braun
16. Good design is
unobtrusive
Products that satisfy this
criterion are tools. They are
neither decorative objects nor
works of art. Their design
should therefore be both
neutral and restrained leaving
room for the user’s self-
expression.
Cylindric T 2 lighter, 1968,
by Dieter Rams for Braun
17. Good design is honest
An honestly-designed product
must not claim features –
more innovative, more
efficient, of higher value – it
does not have. It must not
influence or manipulate
buyers and users.
Wall mounted Audio 2/3
(Components: control TS
45, reel-to-reel tape deck
TG 60, slim speakers L
450, record player PCS
5), 1962/1962, by Dieter
Rams for Braun
18.
19. Good design is durable
It is nothing trendy that might be
out-of-date tomorrow. This is one
of the major differences between
well-designed products and trivial
objects for a waste-producing
society. Waste must no longer be
tolerated.
620 Chair Programme, 1962, by Dieter Rams for Vitsœ
20. Good design is thorough
to the last detail
Thoroughness and accuracy of
design are synonymous with
the product and its functions,
as seen through the eyes of the
user.
World traveller ET 88
calculator, 1987, by Dietrich
Lubs for Braun
21. Good design is concerned with the environment
Design must contribute towards a stable environment and a
sensible use of raw materials. This means considering not
only actual pollution, but also the visual pollution and
destruction of our environment.
606 Universal Shelving System, 1960, by Dieter Rams for Vitsœ
22. Good design is as
little design as
possible
Back to purity, back
to simplicity.
L 01 speaker, 1958, by
Dieter Rams for Braun
29. Many of his designs — coffee makers, calculators,
radios, audio/visual equipment, consumer appliances
and office products — have found a permanent home
at many museums over the world, including MoMA in
New York. For nearly 30 years Dieter Rams served as
head of design for Braun A.G. until his retirement in
1998. He continues to be a legend in design circlesHe continues to be a legend in design circles
and most recently designed a cover for Wallpaper
magazine.
Limited Edition cover for Wallpaper
Magazine by Dieter Rams
30. Courtesy to :
Wikipedia, the free encyclopedia
Design museum – Twentieth –century Design
by Catherine Mcdermott
