Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.
I’ve been thinking a lot about what it would be the right image for Rams’ 8th principle. In fact, Rams has never left anything to chance. It’s surprising how most of Rams’ products still seem fresh, like they were created just yesterday. It was hard but, I finally picked one:
Braun’s Nizo Super-8 camera designed by Dieter Rams and manufactured during the early 1970s.
Its design is still current, the technology, unfortunately not but nevertheless, it is a great example for this principle. Braun’s Nizo is one of the best super8 cameras ever built.
Many of today’s great cinematographers and directors began their careers decades ago, at the counter of their local photo shop, buying a cartridge of Super 8 film.
Modern design seems focused on gimmicks and a “disposable” mentality, which explains why most of the products go out of style in less than a year. At the same time, it’s our fault as consumers, always waiting for the latest, better gadget.
Braun’s Nizo is one of the best super8 cameras ever built.
Even Jonathan Ive, the father of Apple’s smooth, white, simplified, intuitive products admits that Rams was there first:
“What Dieter Rams and his team at Braun did was to produce…products that were beautifully made in high volumes and that were broadly accessible. He defined how it was supposed to be: how industry could responsibly bring useful, well-considered products to many.” Ive gets at the crux of Rams’ importance with his emphasis on the result: “When you think of Braun, you immediately think of the products, not some abstract mission statement or charter.”
Dieter Rams: Ten Principles for Good Design
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