Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.
No. 10 Good design is as little design as possible
Design makes an important contribution to the preservation of the environment. It conserves resources and minimises physical and visual pollution throughout the lifecycle of the product.
No. 9 Good design is environmentally friendly
“I strive for two things in design: simplicity and clarity. Great design is born of those two things.”Lindon Leader
Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.
No. 8 Good design is thorough down to the last detail
“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
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
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
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
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.
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