Near the end of the 70’s, German industrial designer Dieter Rams was becoming increasingly interested in the everyday ‘things’ that he would come into contact with, and this lead him to be concerned by the state of the world  - “an impenetrable confusion of forms, colours and noises.” Rams as a celebrated designer, was aware he was a significant contributor to that, he asked himself an important question:

“Is my design good design?”

Rams worked for the Braun company, which produces some of the world’s most famous electronic gadgets. His products became famous because they were aesthetically appealing and they were also easy to use.

Good design is subjective and can't necessarily be measured. However Rams attempted to express what he believed to be the most important ten principles for design. These principles specifically relate to his expertise in product design, but can be relied on as the foundation for modern, effective design in any discipline. We can apply these to concepts for a product package, a logo, a website, and even when we write copy.

1. Good design is innovative

The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.

2.     Good design makes a product useful
A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasises the usefulness of a product whilst disregarding anything that could possibly detract from it.

3.     Good design is aesthetic
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.

4.     Good design makes a product understandable
It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.

5.     Good design is 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 user’s self-expression.

6.     Good design is 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.     Good design is long-lasting
It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years — even in today’s throwaway society

8.     Good design 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 user.

9.     Good design is environmentally-friendly
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.

10.     Good design 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.

“Good design,” once said Dieter Rams, “is as little design as possible.” Easy. Problem solved.