The “good design” principles of Dieter Rams
by Brandon Reader
December 8, 2019
+ Creative Inspiration

I recently attended An Event Apart here in Denver and was able to watch Rams, a new documentary film by Gary Hustwit. Dieter Rams, a German industrial designer, is one of the most influential designers of our time. He has designed many consumer products for Braun and the furniture company Vitsœ. His “less is better” approach has influenced the design strategy of modern brands like Apple.

Dieter Rams | Rams

“Good Design” Principles

Rams introduced the idea of sustainable development in the 1970s. Accordingly, he asked himself the question: “Is my design good design?” The answer he formed became the basis for his celebrated ten principles. According to Rams, “good design”:


1. is innovative


2. makes the product useful


3. is aesthetic


4. makes a product understandable


5. unobtrusive


6. is honest


7. is long-lasting


8. is thorough down to the last detail


9. is environmentally friendly


10. is as little design as possible



What design principles do you find to be the most important? Leave your comments below.