Professional Study

Dieter Rams on 10 principles of design

Design is USEFUL

- Products purchased to meet certain criteria to the user.

Design is INNOVATIVE

-  Design must evolve in tandem.

Design is ENVIRONMENTAL FRIENDLY 

- Thinking about environmental sustainability long before the sentiment was widely popularized. 

Design is AESTHETIC

-  Only well executed objects can be beautiful.

Design is UNOBTRUSIVE

- Designed products should be thought of as tools, rather than as works of art or decorative objects.

Design is HONEST

- Design should not make a product look more an innovative, powerful or valuable than it really is.

Design is DETAILED

- Good design takes care to look professional and thought-out, with nothing arbitrary-looking.

Design is DURABLE

- Appears never antiquated

Design is SIMPLE
- less is more