Less But Better - The 10 Principles of Good Design
You are probably familiar with the phrase 'less is more', but what about 'less, but better'? Coined by German industrial designer and former architect, Dieter Rams, he was concerned about his contribution to the world of “an impenetrable confusion of forms, colours and noises.”
He asked himself an important question: is my design, good design? Dieter Rams answered his own question through his ten principles for good design, which could be seen as an approach to simplicity and minimalist design, focusing on the essential.
1. 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.”
2. 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 emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.”
3. 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.”
4. 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.”
5. 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.”
6. 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.”
7. 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.”
8. 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.”
9. Good design is environmentally-friendly
“Design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product.”
10. 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.”
There is no denying the strong connection between Ram’s ten principles and the ideas behind minimalism, in fact, you could probably call him a minimalist and nobody would argue against you. If minimalism isn’t your style, then you might disagree with a few of these principles, but when these apply to your design, whether it’s a speaker, lighter, tap, chair or an entire home, then it can’t not be good design.
Videography and editing, photography and words by Anthony Richardson.
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