The 10 Principles of Good Design, According to Dieter Rams 1024 683 MidMod Magazine

The 10 Principles of Good Design, According to Dieter Rams

Dieter Rams is a name synonymous with timeless design. As one of the most influential industrial designers of the 20th century, his work has shaped everything from household products to modern technology. Rams’ philosophy of “Weniger, aber besser” (Less, but better) encapsulates his approach to design—a focus on simplicity, functionality, and enduring quality. His 10 Principles for Good Design continue to serve as a benchmark for designers around the world.

The Career of a Visionary

Born in Wiesbaden, Germany, in 1932, Dieter Rams began his career as an architect before joining Braun in 1955. At Braun, Rams revolutionized product design, creating iconic household items such as radios, calculators, and shavers. His work was characterized by clean lines, intuitive functionality, and an absence of unnecessary ornamentation.

Rams later collaborated with furniture company Vitsœ, where he designed modular shelving systems that remain popular to this day. His influence extended beyond industrial design, inspiring tech giants like Apple—Steve Jobs and Jony Ive famously cited Rams’ work as a major inspiration for Apple products.

“Less, but Better”

At the heart of Rams’ philosophy is “Weniger, aber besser.” This principle reflects his belief that good design is not about excess or complexity but about delivering the most effective solution with the least amount of distraction. Rams advocated for reducing waste, simplifying form, and prioritizing usability—a philosophy that aligns seamlessly with modern sustainability efforts.

The 10 Principles for Good Design

In the 1970s, Rams articulated his design philosophy through his 10 Principles for Good Design. These principles remain a guiding light for designers seeking to create meaningful, user-centric products:

  1. Good Design is Innovative: It leverages technology to create new solutions.
  2. Good Design Makes a Product Useful: It emphasizes functionality above all.
  3. Good Design is Aesthetic: Beauty and functionality go hand in hand.
  4. Good Design Makes a Product Understandable: It explains itself.
  5. Good Design is Unobtrusive: It serves its purpose without dominating.
  6. Good Design is Honest: It doesn’t try to manipulate or overpromise.
  7. Good Design is Long-Lasting: It avoids trends and stands the test of time.
  8. Good Design is Thorough Down to the Last Detail: Nothing is left to chance.
  9. Good Design is Environmentally Friendly: It conserves resources and minimizes waste.
  10. Good Design is as Little Design as Possible: It focuses on the essential.

Rams’ Influence in the Modern World

Dieter Rams’ designs and philosophy have had a profound impact on the way we interact with products. His influence can be seen in everyday items that prioritize simplicity and usability. In an era of excess and rapid consumption, Rams’ principles are more relevant than ever, challenging designers to think critically about the purpose and impact of their work.

Rams himself has spoken about the importance of sustainable design, urging designers to create products that respect the environment and remain functional for years to come. His work and philosophy remind us that good design isn’t just about aesthetics; it’s about responsibility.

The Enduring Appeal of Rams’ Designs

From the Braun SK4 radio—dubbed the “Snow White Coffin”—to the minimalist 606 Universal Shelving System, Rams’ creations embody the essence of “less, but better.” His commitment to clarity, precision, and user-centricity ensures that his designs remain iconic and influential decades later.

For readers of MidMod, Dieter Rams’ work is a testament to the power of simplicity and the enduring value of thoughtful design. His philosophy and principles challenge us to rethink our relationship with objects, urging us to embrace designs that enhance our lives while respecting the world around us.

Note: This article includes AI-generated representations inspired by the artist’s style—not their actual work.