The Vision Room
A gathering of resources and tools to help leaders clearly think ahead
[Link]
10 Principles for Good Design
Design is normally thought of as applying to things - which it does. But design also applies to
systems, structures, and communication tools. Dieter Rams, one of the most influential
designers of the last 40 years, has developed 10 principles for good design. Though they are
illustrated with objects here, the principles apply to what you as a leader "design" every day.
TP 1 radio/phono combination, 1959, by Dieter Rams for Braun
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.
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MPZ 21 multipress citrus juicer, 1972, by Dieter Rams and Jürgen Greubel for Braun
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.
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The Vision Room
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RT 20 tischsuper radio, 1961, by Dieter Rams for Braun
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.
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T 1000 world receiver, 1963, by Dieter Rams for Braun
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.
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Cylindric T 2 lighter, 1968, by Dieter Rams for Braun
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.
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The Vision Room
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L 450 flat loudspeaker, TG 60 reel-to-reel tape recorder and TS 45 control unit, 1962-64, by
Dieter Rams for Braun
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.
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620 Chair Programme, 1962, by Dieter Rams for Vitsœ
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.
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The Vision Room
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ET 66 calculator, 1987, by Dietrich Lubs for Braun
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.
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The Vision Room
A gathering of resources and tools to help leaders clearly think ahead
[Link]
606 Universal Shelving System, 1960, by Dieter Rams for Vitsœ
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.
9 / 10
The Vision Room
A gathering of resources and tools to help leaders clearly think ahead
[Link]
L 2 speaker, 1958, by Dieter Rams for Braun
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.
Learn more about Dieter Rams here.
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