Dieter Rams, the influential German industrial designer, is celebrated for his work at Braun and Vitsoe. His "Ten Principles of Good Design" are widely taught and admired. However, a closer look reveals complexities and contradictions within these principles. While Rams' designs, including his iconic coffee makers, are lauded for their simplicity and functionality, a critical analysis of his principles is warranted.
The Enduring Influence of Dieter Rams
Dieter Rams' impact on design is undeniable. His work has shaped the look and function of countless consumer products, including the devices we use daily. The documentary "Rams" (2018) further solidified his legendary status. His ten principles champion simplicity, honesty, and restraint, principles that continue to influence design theory and practice.
Questioning the Unquestionable
Despite the widespread admiration for Rams' work, some argue that his principles are not without their limitations. Blindly following rules set by designers of the 20th century may not be appropriate for the challenges of the 21st century. A critical examination of Rams' principles can clarify and expand our understanding of design.
The Ten Principles of Good Design
Rams articulated ten principles that he believed were essential for good design:
- Good design is innovative.
- Good design makes a product useful.
- Good design is aesthetic.
- Good design makes a product understandable.
- Good design is unobtrusive.
- Good design is honest.
- Good design is long-lasting.
- Good design is thorough down to the last detail.
- Good design is environmentally friendly.
- Good design is as little design as possible.
Innovation: Beyond Technological Advancement
Rams' first principle states that "good design is innovative." He suggests that innovation stems from technological development. However, this view may be too narrow. Innovation, defined as introducing new ideas or ways of doing something, is not always necessary for good design.
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Consider the example of signage systems for buildings. Effective signage often relies on established practices rather than groundbreaking innovation. Good design in this context focuses on clear communication and ease of navigation, not necessarily on introducing novel concepts.
While innovative design can be extraordinary and world-altering, good design can also be the skillful application of known practices. It doesn't always require technological advances or strive to be strikingly beautiful. Good design is often unnoticed because of its effectiveness.
Rams' principle may conflate "good design" with "innovative design," which are not necessarily the same.
Usefulness: Functionality, Psychology, and Aesthetics
The second principle, "good design makes a product useful," emphasizes that a product should satisfy functional, psychological, and aesthetic criteria. It also suggests that good design should eliminate anything that detracts from a product's usefulness.
However, this principle primarily focuses on "products," reflecting Rams' background as a product designer of consumer goods. It's important to consider whether these principles universally apply across all design fields.
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Furthermore, the notion of "usefulness" can be complex. For example, high-end fashion design may prioritize making a statement or expressing creative flair over functional utility. In such cases, usefulness may be concentrated on the psychological and aesthetic aspects of the design.
In digital design, the intended use of a product may not always be predefined. Designers may create products that allow for multiple uses and adapt to user feedback. The relationship between designer and user becomes more symbiotic, with the product's direction evolving through continuous interaction.
The principle of usefulness also raises questions about the potential for products to be harmful or overused. Social media, for instance, may have a limit where overuse undermines its usefulness.
Aesthetics: Beauty and Beyond
Rams' third principle asserts that "good design is aesthetic," arguing that the aesthetic quality of a product is integral to its usefulness. He believes that products affect our well-being, and only well-executed objects can be beautiful.
However, the concept of aesthetics is subjective, and defining beauty objectively is challenging. The purpose of good design is not always to create something that is appreciated for its beauty.
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Typography, for example, prioritizes clear communication and legibility over aesthetic appeal. While some fonts may be designed with aesthetics in mind, everyday typefaces focus on readability. The utility of type lies precisely in the fact that most people do not even consider its beauty (or lack of) - they simply read the words and are left to focus on the meaning of their message.
Moreover, some designs may intentionally reject aesthetic qualities. Products containing dangerous substances or medicines prioritize safety and clear information over visual appeal. The "New Ugly" or Graphic Brutalism movement in graphic design challenges minimalist aesthetics, aiming to evoke a response through jarring styles.
The minimalist design approach advocated by Rams is a Western, 20th-century perspective. What "affects our person and well-being" aesthetically is subjective and influenced by social and cultural factors. As the design community becomes more globalized, younger voices are challenging established norms.
The Braun Coffee Maker: An Embodiment of Rams' Principles
Dieter Rams' influence is evident in the design of Braun coffee makers. The Braun KF 157, with its hourglass shape, exemplifies the principle that good design is aesthetic. However, the shape also served a functional purpose, providing strength and structure to the plastic casing.
The Braun KF 20, designed by Florian Seiffert under Rams' direction, further demonstrates the integration of aesthetics and functionality. Its futuristic design reflected the principle that every stylistic element should have a functional purpose.
Rams believed that products should be relatable and understandable. He spoke of products like coffee pots that are confusing, that literally get on your nerves, and that you are unable to relate to. Good security, like good design, has an aesthetic that is relatable and understandable.
The Broader Implications of Rams' Philosophy
Rams' philosophy extends beyond design to encompass a way of life. It encourages getting rid of distractions and visual clutter, and living with only what is necessary. He has expressed regret over the proliferation of unnecessary products in the world and advocates for environmental consciousness and long-lasting products.