Design is more than just aesthetics; it's about creating something functional and purposeful. Legendary industrial designer Dieter Rams articulated his vision of good design through a set of principles that remain relevant across various design disciplines, including poster design. Rams' design philosophy emphasizes simplicity, functionality, and environmental responsibility.
Who is Dieter Rams?
Dieter Rams, often called the "godfather of design," is a celebrated German industrial designer. His early exposure to carpentry, guided by his grandfather, instilled in him a love for creating and repairing objects. This led him to study architecture in the 1950s, during Germany's post-war reconstruction.
In 1955, Rams joined Braun, a German electrical products company, initially working on interior design before transitioning to product design. He ascended to the position of Chief of Design, a role he held for nearly 35 years. During this time, he and his team created some of the most iconic and enduring domestic electrical products and furniture of the 20th century.
In 1959, Rams began designing furniture for Vitsœ, a German (now British) furniture company, marking the start of a lasting collaboration. His highly successful 606 Universal Shelving System, launched in 1960, exemplified his design principles.
Rams retired from Braun in 1997 but continues to collaborate with Vitsœ. In a 1976 speech in New York City, he shared his core beliefs about design, emphasizing that a designer should be a "creative engineer" whose aesthetic decisions are rooted in an understanding of the product's purpose.
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Less, But Better
Rams was deeply concerned about the environment and the issues of waste and consumer culture. He lamented the "chaos of assorted junk" filling homes, cities, and landscapes. With growing concerns about the shortage of natural resources, Rams advocated for sustainable, innovative design, urging both consumers and designers to take responsibility for the state of the world and calling for "an end to the era of wastefulness."
Rams' design philosophy has had a lasting impact, influencing brands like Apple. His 1958 Braun T3 Pocket Radio is said to have inspired the look of Apple's first iPod, designed by Jony Ive in 2001. The iPhone OS 1 calculator app from 2007 also bears a resemblance to the Braun ET44 (1978) and ET66 (1987) calculators.
Dieter Rams’ Ten Principles of Good Design
In the late 1970s, Rams formulated his ten principles of good design, which serve as guidelines for designers across various fields.
Good Design is Innovative
Technological advancements offer endless opportunities for innovation. Imaginative design evolves in tandem with improving technology. Designers and inventors should always strive for novelty, as innovation is not only possible but necessary for a product to be considered well-designed.
Good Design Makes a Product Useful
Functionality is fundamental, and products should also be beautiful. If we don’t like the look of an object, we are unlikely to use it. Therefore, the aesthetic quality of a product is integral to its purpose. 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.
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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.
Good Design Makes a Product Understandable
Good design should clarify how a product functions. When a user can immediately understand and use a design without conscious thought, the design is intuitive. Items like mugs, books, and pens are designed to be understandable and usable right away.
Good Design is Unobtrusive
The design should be both neutral and restrained, to leave room for the user's self-expression. The look of an object or product shouldn’t distract the user from its intended use. By stating that design should be unobtrusive, Rams is asserting the importance of simplicity and usability.
Good Design is Honest
Products should be reliable, durable, and allow consumers to use them as they were intended to be used. Good design shouldn’t fool anyone. 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.
Good Design is Long-lasting
Designers should think about how to make their products have that timeless quality. Rather than design for the sake of following a trend. Good design avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years - even in today's throwaway society. As designers we have a great responsibility. I believe designers should eliminate the unnecessary. That means eliminating everything that is modish because this kind of thing is only short-lived.
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Good Design is Thorough Down to the Last Detail
Every little detail matters in design. Designers should think about every element of their product so that it upholds the other important design principles in this list. Without attention to detail, a product would fail to be useful, honest, and long-lasting. Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.
Good Design is Environmentally-Friendly
Design can and must maintain its contribution towards protecting and sustaining the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product. Rams is famously one of the first designers who strived to be environmentally friendly. Throughout his career, he has been committed to designing consumer products that are built to last. For example, his 606 Universal Shelving System he made for Vitsoe in 1960 is designed to follow its owner wherever they go.
Good Design is as Little Design as Possible
Achieving minimalism is a tricky skill to master, but Rams’ “Less is more” approach champions clean, straightforward design. Again, usability should always be the focus in design, and more often than not, it’s the simplest designs that are the most functional. Simple as possible but not simpler. Good design elevates the essential functions of a product.
Rams’ Lasting Influence on Modern Design
Over his extensive career, Dieter Rams revolutionized the design world, establishing guidelines that continue to inspire modern designers. By prioritizing functionality and avoiding fleeting trends, he pioneered a timeless design aesthetic that many contemporary artists and designers emulate. Many of Rams’ original designs, such as the 606 Universal Shelving System from 1960, remain in production, while others are highly sought-after collectibles.
Rams' principles extend beyond product design, influencing software interface and graphic designers. The principles can be applied to digital products. The best user interfaces embody many of these principles, being honest, understandable, and aesthetically unobtrusive.
Applying Rams' Principles to Poster Design
Dieter Rams' principles can be specifically applied to poster design to create effective and enduring visual communication.
- Innovation: While poster design has a long history, there's always room for innovative approaches in typography, imagery, and layout. Experiment with new techniques and technologies to create unique and engaging posters.
- Usefulness: A poster's primary function is to communicate a message. Ensure that the design clearly conveys the intended information, whether it's promoting an event, advertising a product, or raising awareness about a cause.
- Aesthetic: Posters should be visually appealing to capture attention and create a positive impression. Use color, typography, and imagery to create a harmonious and engaging design.
- Understandability: The message should be easily understood at a glance. Use clear and concise language and avoid overly complex imagery or layouts.
- Unobtrusiveness: The design should not distract from the message. Avoid unnecessary ornamentation or visual clutter that could confuse or overwhelm the viewer.
- Honesty: The poster should accurately represent the product, event, or cause it promotes. Avoid misleading imagery or exaggerated claims.
- Long-lasting: Strive for a timeless design that will remain relevant and appealing over time. Avoid trendy design elements that may quickly become dated.
- Thoroughness: Pay attention to every detail, from the choice of typography to the placement of imagery. Ensure that all elements work together harmoniously to create a cohesive and effective design.
- Environmental Friendliness: Consider the environmental impact of the materials and printing processes used to create the poster. Opt for sustainable materials and printing methods whenever possible.
- Less is More: Embrace simplicity and clarity in your design. Focus on conveying the essential message in the most effective way possible.
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