Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Less, But Better - Dieter Rams' Principles of Good Design

16,800 views

Published on

A presentation from 3Pillar Senior UX Designer David Rhyne on Dieter Rams' 10 Principles of Good Design. Among the principles put forward by Rams as most important to design are that it is innovative and makes a product useful and understandable.

Published in: Design

Less, But Better - Dieter Rams' Principles of Good Design

  1. 1. Less, but better.Ten principles for good design by dieter rams DAVID RHYNE Senior UX Designer david.rhyne@3pillarglobal.com http://dazid.net @dazidrhyne
  2. 2. whydodesignprinciples matter?
  3. 3. flexibility & availability power & specificity
  4. 4. user testing flexibility & availability power & specificity
  5. 5. user testing user research flexibility & availability power & specificity
  6. 6. user testing user research design principles flexibility & availability power & specificity
  7. 7. designprinciplesarereadilyavailable andextremelyflexible
  8. 8. Dieter Rams Industrial designer and design thought leader Born May 20th, 1932 Employed by Braun, and Vitsœ
  9. 9. jony ive on dieter rams
  10. 10. “Surfaces that were without apology, bold, pure, perfectly-proportioned, coherent and effortless.” jony ive on dieter rams
  11. 11. “No part appeared to be either hidden or celebrated, just perfectly considered and completely appropriate in the hierarchy of the product’s details and features. At a glance, you knew exactly what it was and exactly how to use it.” jony ive on dieter rams
  12. 12. Weniger, aber besser.
  13. 13. Less, but better.
  14. 14. Less, when better.
  15. 15. Now, the ten principles.
  16. 16. Now, the ten principles. (with some real world and digital examples)
  17. 17. Now, the ten principles. (I’m going to read a lot)
  18. 18. 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.
  19. 19. 1Good design is innovative
  20. 20. 1Good design is innovative technology
  21. 21. 1Good design is innovative technology good design
  22. 22. 1Good design is innovative  technology innovation good design
  23. 23. 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 emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.
  24. 24. 2 Good design makes a product useful
  25. 25. 2Good design makes a product useful Level
  26. 26. 2Good design makes a product useful Emphasizes the usefulness of a product Level
  27. 27. 2Good design makes a product useful Emphasizes the usefulness of a product Disregards anything that could possibly detract from it   Level
  28. 28. 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.
  29. 29. 3Good design is aesthetic
  30. 30. 3Good design is aesthetic
  31. 31. 3Good design is aesthetic
  32. 32. 3Good design is aesthetic
  33. 33. 4 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.
  34. 34. 4 Good design makes a product understandable
  35. 35. 4Good design makes a product understandable The iPhone 4Good design makes a product understandable
  36. 36. 4Good design makes a product understandable  Clarifies its own structure The iPhone 4Good design makes a product understandable
  37. 37. 4Good design makes a product understandable   Clarifies its own structure Is self-explanatory The iPhone
  38. 38. 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 user’s self-expression.
  39. 39. 5 Good design is unobtrusive
  40. 40. 5Good design is unobtrusive
  41. 41. 5Good design is unobtrusive Pinterest
  42. 42. 5Good design is unobtrusive Is neutral and restrained Pinterest
  43. 43. 5Good design is unobtrusive Is neutral and restrained Leaves room for the user’s self-expression   Pinterest
  44. 44. 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.
  45. 45. 6Good design is honest
  46. 46. 6Good design is honest Windows Phone
  47. 47. 6Good design is honest “Authentically digital” Windows Phone
  48. 48. 6Good design is honest “Authentically digital” Does not attempt to manipulate the consumer with promises that cannot be kept.   Windows Phone
  49. 49. 7 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.
  50. 50. 7 Good design is long-lasting
  51. 51. 7Good design is long-lasting
  52. 52. 7Good design is long-lasting Horizontal navigation
  53. 53. 7Good design is long-lasting Avoids being fashionable Horizontal navigation
  54. 54. 7Good design is long-lasting Avoids being fashionable Doesn’t appear antiquated  Horizontal navigation
  55. 55. 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 user.
  56. 56. 8 Good design is thorough down to the last detail
  57. 57. 8 Good design is thorough down to the last detail
  58. 58. 8 Good design is thorough down to the last detail
  59. 59. 8Good design is thorough down to the last detail Allows username modification Suggests an autogenerated name to get you started quickly Tumblr  
  60. 60. 8Good design is thorough down to the last detail Shows appropriately-colored boxes next to hex codes Slack 
  61. 61. 8Good design is thorough down to the last detail Detects high-resolution files Works with @2x convention to automatically scale high-DPI images InVision  
  62. 62. 9 Good design is environmentally-friendly Design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product.
  63. 63. 9 Good design is environmentally-friendly
  64. 64. 9Good design is environmentally-friendly Cargo Collective
  65. 65. 9Good design is environmentally-friendly Is sensitive to its environment Cargo Collective 
  66. 66. 9Good design is environmentally-friendly Is sensitive to its environment Minimizes visual polution Cargo Collective  
  67. 67. 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. 10
  68. 68. 10 Good design is as little design as possible
  69. 69. 10Good design is as little design as possible
  70. 70. 10  Good design is as little design as possible
  71. 71. 10Good design is as little design as possible Amazon Echo
  72. 72. Presents clear navigation and pertinent,high level details Amazon Echo  10Good design is as little design as possible
  73. 73. Presents clear navigation and pertinent,high level details Provides a call to action Amazon Echo   10Good design is as little design as possible
  74. 74. Presents clear navigation and pertinent,high level details Provides a call to action Is as little design as possible Amazon Echo    10Good design is as little design as possible
  75. 75. whathavewelearned?
  76. 76. Be helpful.
  77. 77. Be helpful. gooddesignisuseful,innovative,honest,long-lasting, andconsciousof itsenvironment
  78. 78. Be thoughtful.
  79. 79. Be thoughtful. gooddesignisaesthetic,understandable,unobtrusive, thorough,andaslittledesignaspossible
  80. 80. Stop thinking of yourself as a UX designer.
  81. 81. Stop thinking of yourself as a visual designer.
  82. 82. Stop thinking of yourself as a web designer.
  83. 83. Think of yourself as someone who is helpful and thoughtful.
  84. 84. Think of yourself as a designer.
  85. 85. “Back to purity, back to simplicity.” dieter rams
  86. 86. Thank you. DAVID RHYNE Senior UX Designer david.rhyne@3pillarglobal.com http://dazid.net @dazidrhyne

×