Dieter Rams is one of the most celebrated industrial designers of the 20th century. Working with Braun from 1955 until his retirement in 1998, he brought simplicity and style to everyday objects. In the process he created iconic designs that have not only stood the test of time, they’re been showcased in some of the world’s most prestigious museums.
Originally trained as an architect, Rams assumed control of all industrial design at Braun within six years of walking through the front door. Championing a ‘Less, But Better’ philosophy, he transformed everything from the humble kitchen kettle through to furniture, shelving and stereos. As he explained in an interview with BBH Labs
, “Good designers must always be avant-gardists, always one step ahead of the times. They should – and must – question everything generally thought to be obvious.”
One of Rams biggest fans is Apple’s Jonathan Ive. The guy responsible for the iPhone, iMac, iPod (and countless other Apple products) takes obvious inspiration from Rams work and his focus on minimalism. If you have similar design ambitions you’d do well to take note of Rams 10 Principles for Good Designs – everyone else can simply appreciate the shiny retro goodness.
Dieter Rams 10 principles for good designs
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.
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.
Back to purity, back to simplicity.
FYI: A 2010 tour showcased Rams industrial design work around the world, sadly, it didn't make it to Australia.