Dieter Rams once explained his design approach as "Less, but better." This philosophy of simplicity shows in the many memorable products he designed for Braun including the famous SK-4 record player and the high-quality 'D'-series (D45, D46) of 35mm film slide projectors.

Braun-SK-61 record player designed by Dieter Rams & Hans Gugelot. Photo source: Wikipedia

Dieter Rams served as head of design for Braun A.G. until his retirement in 1998 and still continues to be a legend in design circles for his recently designed a cover for Wallpaper magazine. His focus on simplicity has allowed many of the products he designed to be found in museums around the globe, to include the MoMA in New York.

It is also said that Rams' designs have been influential on Jonathan Ive of Apple, Inc., designer of such products as the iMac, iPod, and iPhone.

To illustrate his design philosophy, Dieter wrote the following 10 Commandments on design.

1. Good design is Innovative
It does not copy existing product forms, nor does it produce any kind of novelty for the sake of it. The essence of innovation must be clearly seen in all of a product’s functions. Current technological development keeps offering new chances for innovative solutions.

2. Good design makes a product useful
The product is bought with the intention of being used. It must serve a defined purpose – in both primary and additional functions. The most important task of design is to optimize the utility of a product’s usability.

3. Good design is aesthetic
The aesthetic quality of a product is integral to its usefulness because products we use everyday affect our well-being. But only well-executed objects can be beautiful.

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.

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.

6. Good design is honest
It does not make a product more innovative, powerful or vulnerable that it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.

7. Good design has longevity
It does not follow trends that become outdated after a short period of time. Well designed products differ significantly from short lived trivial products in today’s throwaway society.

8. Good design is consequent down to the last detail
Nothing must be arbitrary. Thoroughness and accuracy in the design process shows respect toward the user.

9. Good design is environmentally friendly
Design must make contributions toward a stable environment and sensible raw material situation. This does not only include actual pollution, but also visual pollution and the destruction of our environment.

10. Good design is as little design as possible
Less is better–because it concentrates on the essential aspects and the products are not burdened with non-essentials. Back to purity, back to simplicity.

Source: Wikipedia

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