“I go to work every morning with the possibility that I might learn something I don’t already know… You should look at every problem and think, ‘what can I learn by doing this?’ And if you think you can learn nothing, forget about doing it.”Milton Glaser
Inspiring and rare interview for The New Yorker,
It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years — even in today’s throwaway society.
No. 7 Good design is long-lasting
“We make every effort to impart a simple, clear and balanced beauty to Braun products so that they will retain fascination and appeal for years to come. For us, the aesthetic quality of a products is ultimately its utility. Because it is certainly unpleasant and tedious to be confronted day-in, day-out with products which are confusing, which literally get on our nerves, and with which we cannot relate.”Dieter Rams
from San Francisco Chronicle,
Typecaster for life
It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.