10 principles for good design by Dieter RAMS
1. innovative…
… innovative design always develops in tandem with innovative technology, and can never be an end in itself.
2. makes a product useful…
… it has to satisfy certain criteria, not only functional,
but also psychological and aesthetic…
3. aesthetic…
…only well-executed objects can be beautiful.
4. makes a product understandable…
… better still, it can make the product talk. At best, it is self-explanatory.
5. unobtrusive…
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 users self-expression.
6. honest…
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.
7. is long-lasting…
… unlike fashionable design, it lasts many years – even in todays throwaway society.
8. is thorough down to the last detail…
nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.
9. is environmentally friendly…
design makes an important contribution to the preservation of the environment…
10. is as little design as possible…
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.
