Dieter Rams 10 Tips for Good Product Design

“Good design is innovative. Good design must be useful. Good design is aesthetic design. Good design makes a product understandable. Good design is honest. Good design is unobtrusive. Good design is long-lasting. Good design is consistent in every detail. Good design is environmentally friendly. And last but not least, good design is as little design as possible.”― Dieter Rams

What is Dieter Rams famous for?

Prominent German architect and icon of industrial design Dieter Rams graduated after world war II from Wiesbaden School of Art. Later on, he joined Braun company as an interior designer and architect. Afterward, Rams got promoted to be head of the designs department in Braun and had stayed with Braun for 40 years. His work there made him step away from the architectural arena and step into a whole new world of design.

While still in Braun, Rams collaborated with a British furniture company called “Vitsoe” to design furniture. He started producing furniture for the company in 1957, many of which are still highly demanded by consumers up to this day.

The brilliant designer who is well-known for his modest and user-oriented works has always aimed to create long-lasting and necessary items. He is the master of “less but better” functional designs. He regards simplicity as a vital component for achieving perfection. Therefore, naturally, what frustrates him the most are those false modern products that feature unnecessary details and show little taste.

From kitchen-aid to calculators and radios to chairs, his 400 designs were advanced and, most importantly, easy-to-use. His style in design has greatly influenced many of Apple’s products.

The SK55 turntable and the RT20 tube radio are two of his most famous designs. As well as a wide range of watches, clocks, music equipment, and desk accessories.

What are the 10 principles of design?

Dieter Rams sum up his advice for designers in these 10 Principles for Good Designs:

1. Good design is innovative

Innovation is possible at all times because it will always coexist with continuously evolving technology.

TP 1 radio/phono combination, 1959, by Dieter Rams for Braun

2. Good design makes a product useful

Functional and eye-pleasing at the same time, that’s how a product should be.

MPZ 21 multipress citrus juicer, 1972, by Dieter Rams and Jürgen Greubel for Braun

3. Good design is aesthetic

The products that are used every day have a certain type of beauty. They are intimately integrated into our lives and that is the secret to their beauty.

RT 20 tischsuper radio, 1961, by Dieter Rams for Braun

4. Good design makes the product understandable

The products that are easy to assemble and use are more purchased by consumers as opposed to difficult-to-handle products.

T 1000 world receiver, 1963, by Dieter Rams for Braun

5. Good design is unobtrusive

A product is not made for decorative purposes. Modest simple designs allow the consumer to add his personal touch.

Cylindric T 2 lighter, 1968, by Dieter Rams for Braun

6. Good design is honest

Honesty with consumers is crucial. Don’t promise them a wondrous product unless it really does what it says.

L 450 flat loudspeaker, TG 60 reel-to-reel tape recorder and TS 45 control unit, 1962-64, by Dieter Rams for Braun

7. Good design is long-lasting

The beauty of fashionable goods can die out quickly. Avoiding fashion in design allows the product to stay at the consumer’s house for many years without getting the feeling that it got old.