Dieter Rams and the Timeless Principles of Good Design
In an era saturated with noise—visual, digital, and material—Dieter Rams offered something radical: silence. His work is not loud, not ornamental, not trendy. It is, instead, precise, honest, and enduring.
Known primarily for his designs at Braun and his long collaboration with Vitsoe, Rams reshaped how we think about the relationship between humans and objects. His influence spans far beyond industrial design. Apple’s design language, minimalist architecture, user interface principles, and even sustainability conversations owe much to Rams’s quiet rigor.
At the heart of his philosophy lie ten principles—simple, but not simplistic—that continue to guide generations of designers who seek to do more by designing less.
1. Good design is innovative
Rams believed design must keep pace with technological progress, but not for novelty’s sake. Innovation should be meaningful. He pushed boundaries only when they improved usability or added real value to the user experience. For him, innovation was a tool—not a goal.
2. Good design makes a product useful
Functionality is paramount. A beautiful object that does not perform its task well is not good design. Rams always prioritized the user's needs and experiences, stripping away the unnecessary to highlight utility.
3. Good design is aesthetic
Aesthetics are not just surface-level appeal. They create harmony between the user and the product. Rams’s designs—sleek, balanced, and refined—engage the senses while reinforcing purpose. The visual language supports clarity, never distraction.
4. Good design makes a product understandable
When you look at a well-designed product, it should explain itself. Through layout, proportions, or interaction, Rams believed design should eliminate confusion and require minimal explanation.
5. Good design is unobtrusive
Design should serve as a silent partner. It exists to assist, not to dominate. Rams’s work avoids flashiness and favors restraint, allowing users to focus on the task, not the tool.
6. Good design is honest
No false promises. No decorative fakery. Rams abhorred design that masqueraded as something it was not. He believed honesty in materials, form, and function was essential to building trust between object and user.
7. Good design is long-lasting
Trends fade, but good design remains. Rams aimed to create products that stood the test of time in both quality and relevance. Many of his creations from the 1960s and 70s still look modern today.
8. Good design is thorough down to the last detail
From the feel of a button to the spacing of a label, Rams obsessed over every aspect. He believed sloppiness in small things reflects disregard for the whole. Precision was an act of respect—for the object, the process, and the user.
9. Good design is environmentally friendly
Long before sustainability became a buzzword, Rams warned of overconsumption and waste. He believed design had a moral duty to reduce material use, increase durability, and minimize ecological impact.
10. Good design is as little design as possible
The core of his entire philosophy. Strip away the non-essential. Avoid clutter. Focus on what matters. This minimalist mindset is not about being trendy or sterile—it’s about purity of intention.
Dieter Rams’s impact extends well beyond his own work. His principles have guided companies like Apple, Muji, and countless designers across disciplines. Jonathan Ive, Apple’s former chief design officer, has spoken extensively about Rams’s influence on products like the iPod, iPhone, and iMac. You can see it in the clean lines, intuitive interfaces, and humble presence of these devices.
But perhaps Rams’s greatest contribution isn’t any single product. It’s the idea that design is a moral act. That every object we create either contributes to clarity or adds to the chaos. That designers have the responsibility to care—not only about how things look, but how they work, how they age, and how they shape the world.
