Dieter Rams10 Principles for Good
design

The possibilities for innovation are
not, by any means,exhausted. Technological development is always offeringnew opportunities for innovative design. But innovativedesign always develops in tandem with innovativetechnology, and can never be an end in itself.

Good design makes a product
usefulA product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychologicaland aesthetic. Good design emphasises the usefulness of a product whilst disregarding anything thatcould 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.

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GOOD DESIGNMAKES A PRODUCTUNDERSTANDABLEIT CLARIFIES
THE PRODUCT’SSTRUCTURE. BETTER STILL, ITCAN MAKE THE PRODUCTTALK. AT BEST, IT IS SELF-EXPLANATORY.

est honGood 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 designis long-lasting It avoids
being fashionable andtherefore 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 isenvironmentally friendlyDesign makes
an important contribution to thepreservation of the environment. It conservesresources and minimises physical and visualpollution throughout the lifecycle of the product.

Good design isas little designas
possibleLess, but better – because it concentrates onthe essential aspects, and the products arenot burdened with non-essentials.