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Dieter Rams

Dieter Rams

@dieter-rams · 8 positions · On ppll ↗

Industrial designer; head of design at Braun from 1961 to 1995; designer of Vitsœ's 606 shelving system; author of the ten principles for good design.

Dieter Rams did not write this page.

We collected these quotes from things they published elsewhere, and every quote links to where it was said. They have no account here and have not endorsed this site. Quotes are word for word; the short line under each one is our own restatement, not their wording. Their own site. Is this you? Claim it or ask us to remove it. Or tell us what is wrong here.

5 of Dieter Rams's claims fit 4 mental models. Most often: Design is how it works, Conservation of complexity, Craft in the details.

Models they name

Their own words name the idea.

Less, but better

Find the essence and cut the rest; simplicity is hard work, not the absence of effort.

Used by 59 others

Good design is as little design as possible: less, but better, because it concentrates on the essentials.

  1. Dieter Rams by Industrial designer; head of design at Braun from 1961… Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Dieter Rams: ten principles for good designvitsoe.com · by 3 Aug 2012
    Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials.

Models we see in what they say

Our reading: their claim applies the idea without naming it. The claim is theirs; filing it here is ours.

Design is how it works

Judge a design by what it does for the person using it, not only by how it looks.

Used by 26 others

The aesthetic quality of a product is integral to its usefulness, but only well-executed objects can be beautiful.

  1. Dieter Rams by Industrial designer; head of design at Braun from 1961… 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. Dieter Rams: ten principles for good designvitsoe.com · by 3 Aug 2012
    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.

Good design is unobtrusive: products that fulfil a purpose are tools, neither decorative objects nor works of art, and should leave room for the user's self-expression.

  1. Dieter Rams by Industrial designer; head of design at Braun from 1961… 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. Dieter Rams: ten principles for good designvitsoe.com · by 3 Aug 2012
    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.

Conservation of complexity

Some complexity cannot be removed, only moved; the question is who carries it, the user or the maker.

Used by 11 others

Good design makes a product understandable: at best it is self-explanatory.

  1. Dieter Rams by Industrial designer; head of design at Braun from 1961… It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory. Dieter Rams: ten principles for good designvitsoe.com · by 3 Aug 2012
    It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.

Craft in the details

Care about the parts nobody sees; quality shows in the details.

Used by 20 others

Good design is thorough down to the last detail: nothing must be arbitrary, and care in the design process shows respect towards the user.

  1. Dieter Rams by Industrial designer; head of design at Braun from 1961… Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the user. Dieter Rams: ten principles for good designvitsoe.com · by 3 Aug 2012
    Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the user.