10 Principles for Good Design

Dieter Rams’s ten principles for good design.

His aesthetics influenced Apple designer Jonathan Ive and many Apple products pay tribute to his work for Braun.

  1. is innovative – technological development is always offering new opportunities for original designs
  2. makes a product useful – products are bought to be used. It satisfies the criteria of not just function, but psychological and aesthetic
  3. is aesthetic – aesthetic is integral to its usefulness, products have an effect on people's well-being.
  4. makes a product understandable – it can make the product talk, at best, it is self-explanatory
  5. is unobstrusive – should be neutral and restrained, leaving room for the user's self expression
  6. is honest – does not make a product more innovative, powerful or valuable that it really is
  7. is long-lasting – avoids being fashionable and therefore never appears antiquated
  8. is thorough down to the last detail – care and accuracy shows respect towards consumer
  9. is environmentally friendly – conserves resources, minimizes physical and visual pollution
  10. is as little design as possible – less, but better, concentrates on the essential aspects