Dieter Rams, a German industrial designer, stands as one of the most influential figures in 20th-century design. For over 40 years, Rams shaped the design ethos at Braun, the electrical appliance manufacturer, creating pioneering products. His design philosophy, encapsulated in the phrase "Less, but better," transcends mere aesthetics, offering a timeless approach applicable to various design disciplines. This article explores Rams' principles and their enduring relevance in a world grappling with complexity and excess.
The Genesis of a Design Philosophy
Born in 1932, Dieter Rams trained in architecture at the Wiesbaden School of Art. His career took an unexpected turn when he joined Braun in 1955, initially as an architect and interior designer tasked with reimagining the company's workspace. By 1956, he transitioned to product design, a move that would cement his legacy.
Rams's work at Braun was characterized by a systematic approach, linking form and function. He and his team were responsible for designing seminal domestic electrical products and furniture. The designs focused on improving people’s quality of life by creating extremely functional, durable, and valuable products that convey emotions that consumers identify with. The objects were reduced to the essentials and stripped of distracting elements to simplify the product. “The aesthetic clarity of Braun’s products, are the result of the logical ordering of the elements and the search for a simple and harmonious totality.”
The Ten Principles of Good Design
In the late 1970s, Dieter Rams grew increasingly concerned about the state of the world, which he viewed as "an impenetrable confusion of forms, colors, and noises." Aware of his contribution to this environment through design, he questioned the very essence of good design. This introspection led to the formulation of his Ten Principles of Good Design, a set of guidelines that continue to resonate with designers today.
1. Good Design Is Innovative
"The possibilities for progression are not, by any means, exhausted," Rams stated. Technological advancements continually offer opportunities for original designs. However, he cautioned, "imaginative design always develops in tandem with improving technology and can never be an end in itself." Innovation should serve a purpose, not merely exist for its own sake. In web and app design, a common danger is that we innovate for the sake of innovation.
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2. Good Design Makes a Product Useful
Rams emphasized that "a product is bought to be used." Therefore, design must satisfy not only functional criteria but also psychological and aesthetic needs. Good design emphasizes a product's usefulness while disregarding anything that could detract from it. A product has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Making web designs useful involves making them easy to interact with and ensuring user enjoyment through enablement.
3. Good Design Is Aesthetic
The aesthetic quality of a product is integral to its usefulness because products are used every day and have an effect on people and their well-being. "Only well-executed objects can be beautiful," Rams asserted.
4. Good Design Makes a Product Understandable
Good design clarifies a product’s structure and, at its best, is self-explanatory. "Better still, it can make the product talk," Rams explained. In the realm of web and app design, a good design can speak for itself, without asking the user to commit much effort. If a user can intuitively deduce what to do with your design, that’s ideal. If instructions are needed for interaction, the design falls short.
5. Good Design Is Unobtrusive
Products fulfilling a purpose are like tools, according to Rams. "They are neither decorative objects nor works of art." Therefore, their design should be neutral and restrained, leaving room for the user's self-expression. Digital design affords a lot of room for expression. Because of this, we have to design with an appropriate structure.
6. Good Design Is Honest
Honesty in design means that it does not make a product appear more innovative, powerful, or valuable than it really is. "It does not attempt to manipulate the consumer with promises that cannot be kept," Rams insisted.
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7. Good Design Is Long-Lasting
"It avoids being fashionable and therefore never appears antiquated," Rams stated. Unlike fashionable design, good design lasts many years, even in today's throwaway society. The first way to avoid this is to ensure that your product/service serves a purpose, as we have seen with the previous principles.
8. Good Design Is Thorough Down to the Last Detail
Nothing must be arbitrary or left to chance. "Care and accuracy in the design process show respect towards the consumer," said Rams. This is crucial for web/app design, where every detail must contribute to the best user experience.
9. Good Design Is Environmentally Friendly
Design makes an important contribution to the preservation of the environment. "It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product," Rams emphasized. Watching carbon footprints is relevant to designing.
10. Good Design Is as Little Design as Possible
This principle, perhaps the most famous, encapsulates Rams' philosophy: "Less, but better - because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity!" Simplicity in web and app design, as with mechanical design, is the ultimate goal in helping users in the digital age. Making our designs good means making them simple; making great designs means staying focused only on the essentials. Cut off the frills.
The Enduring Legacy of Rams' Principles
Dieter Rams' influence extends far beyond his specific designs. His principles have guided generations of designers across various fields, including product design, graphic design, and user experience. His emphasis on simplicity, functionality, and ethical considerations remains relevant in a world saturated with products and information.
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The Relevance to User Experience (UX) Design
Rams' principles align closely with the core tenets of UX design. Making a product useful, understandable, and unobtrusive are key goals for UX designers. The principle of "less, but better" encourages designers to prioritize essential features and avoid unnecessary complexity, leading to more user-friendly and efficient interfaces.
Avoiding the Trap of Innovation for Innovation's Sake
In the fast-paced world of technology, there's a constant pressure to innovate. However, Rams' principles remind us that innovation should serve a purpose. New features and technologies should enhance the user experience, not simply add complexity.
Designing for Sustainability
Rams' emphasis on environmentally friendly design is particularly relevant today, as concerns about sustainability grow. Designers have a responsibility to create products that are durable, repairable, and minimize waste.
Fifteen Questions for Design Teams
Beyond his ten principles, Rams also outlined 15 questions that design teams should ask themselves to achieve well-designed outcomes. These questions delve into the necessity of the product, its impact on people's lives, its durability, and its environmental footprint.
- Is the product really necessary?
- Will it really enrich people’s lives?
- Is it conceived for the short- or long-term?
- Can it be simply repaired?
- Does it exhibit fashionable design elements?
- Does it help people or incapacitate them?
- Is it so accomplished that it incapacitates or humiliates you?
- Which previous human activity does it replace, and can that really be called progress?
- What possibilities for change does the product offer people?
- Can the product be used in other ways?
- Does the product really offer convenience, or does it encourage passivity?
- What does the expected improvement look like in the broader context?
- Does it make an action more complicated or simpler?
- Does it arouse curiosity and the imagination?
These questions serve as a valuable checklist for design teams, encouraging them to think critically about the impact of their work.
Vitsœ and the Embodiment of "Less, But Better"
For over 65 years, Vitsœ has worked continuously with Dieter Rams. In 1957, Rams began developing a storage system that formed the basis of the company Vitsœ, which was founded in 1959. Vitsœ’s designer, Dieter Rams. The company embodies Rams' design philosophy, creating furniture systems that are functional, durable, and timeless.