“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.
No. 6 Good design is Honest
AN INCOMPLETE MANIFESTO FOR GROWTH
A passionate tribute to graphic design, creativity and the design culture by Bruce Mau.
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 WINE LABELS CASE
The relationship between aesthetics and products.
IL CASO DELLE ETICHETTE DEI VINI
La relazione tra l’estetica e il prodotto.
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
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
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.