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Ten principles

Ten principles of good design by Dieter Rams

“Back in the early 1980s, Dieter Rams was becoming increasingly concerned by the state of the world around him – “an impenetrable confusion of forms, colours and noises.” Aware that he was a significant contributor to that world, he asked himself an important question: is my design good design?

Good design is: innovative, useful, aesthetic, understandable, unobtrusive, honest, long-lasting, thorough down to the last detail, environmentally-friendly, as little design as possible.”

Enough to tinker with – so we do good design.


Less and More: The Design Ethos of Dieter Rams

Book features the design philosophy, designs, sketches, and models.


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