No. 5 Good design is unobtrusive, Dieter Rams

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.

No. 5
Good design is unobtrusive


The relationship between aesthetics and products.


La relazione tra l’estetica e il prodotto.

American Psycho Business Card Scene


A classic scene from American Psycho, a film based on a novel by Bret Easton Ellis and directed by Mary Harron.

American Psycho Business Card Scene

No. 4 Good design makes a product understandable, Dieter Rams

It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.

No. 4
Good design makes a product understandable

No. 3 Good Design is Aesthetic, Dieter Rams

The aesthetic quality of a product is integral to its usefulness because products we use every day affect our person and our well-being. But only well-executed objects can be beautiful.

No. 3
Good Design is Aesthetic

“I hate everything that is driven by fashion. From the beginning it was hating the sixties American way of styling. Especially the cars. They changed their cars every two years to sell new ones. Which has nothing to do with good design.” Dieter Rams
Kasper-Florio, Corporate identity for London based menswear label Hopper & Lace.
No. 2 Good Design makes a product Useful, Dieter Rams

A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasises the usefulness of a product whilst disregarding anything that could possibly detract from it.

No. 2
Good Design makes a product Useful

No. 1 Good Design is Innovative, Dieter Rams

The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.

No. 1
Good Design is Innovative


Dieter Rams’ ten principles to “good design”.

Dieter Rams: Less but Better


Great one-on-one conversation with industrial design pioneer Dieter Rams…

Dieter Rams

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