Dieter Rams' 10 Principles of Good Design

Guidelines for Good Design by Dieter Rams.

From one of the great designers of the 20th century we glean some timeless wisdom that has given us a framework that's as relevant today as it was when Rams first introduced it. This text forms a set of guard-rails that influence all that we undertake.


  1. Good design is innovative: Innovation in design pushes boundaries, offering new solutions and possibilities while leveraging the latest technologies and techniques.

  2. Good design makes a product useful: Beyond aesthetics, a well-designed product must fulfill its intended purpose efficiently and effectively.

  3. Good design is aesthetic: Beauty in design enhances the user experience, creating an emotional connection and making the product more enjoyable to use.

  4. Good design makes a product understandable: Clarity is key. A product should explain itself, making its use intuitive without requiring a manual.

  5. Good design is unobtrusive: The best design is discreet, allowing the product to serve its purpose without unnecessary distraction or dominance.

  6. Good design is honest: It doesn’t try to manipulate the consumer with promises it can’t keep. It’s straightforward and transparent.

  7. Good design is long-lasting: Avoiding trends that fade, good design stands the test of time both in form and function.

  8. Good design is thorough down to the last detail: Precision and attention to detail reflect care and quality, enhancing the overall integrity of the product.

  9. Good design is environmentally friendly: It considers the environment, minimizing waste and reducing the ecological footprint throughout the product's lifecycle.

  10. Good design is as little design as possible: Less, but better. Simplifying the design removes the unnecessary, focusing on the essential aspects.


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