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10 design principles by Dieter Rams

What does design need to be good and successful? Dieter Rams answered this question for himself in the seventies with ten theses. Rams, then responsible for design at Braun and the father of numerous classics, thus succeeded in formulating ten commandments for designers that could easily be posted on the door of any design academy to this day. Our favorite is thesis number ten: Good design is as little design as possible. Everything that is superfluous can go, concentrating on the essentials is the key – or: less is more after all.


© P&G Braun
© P&G Braun
  • Text
    Patricia Jell

Design can change the world. And write success stories. You just have to know how.

Dieter Rams knew how. And created the ethos of “less, but better” by upgrading design with ideas of longevity, aesthetics and innovation.

“Great design makes something memorable and meaningful.”
Dieter Rams
© Vitsoe
© Vitsoe
Dieter Rams

Born on May 20, 1932 in Wiesbaden, he is one of the most influential German industrial designers, best known for his work at Braun and the furniture manufacturer Vitsoe. His design philosophy, characterized by clarity, functionality and restraint, has had a significant influence on modern product design.


Rams worked at Braun from 1955 and became chief designer there in 1961. Under his leadership, he created iconic products such as the SK 4 radio, the Braun TP1 record player and many other devices that stood out for their simple elegance and user-friendliness. His designs influenced numerous designers - including Jony Ive from Apple.


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