Dieter Ramms: 10 Principles of Good Product Design

Back in the late 1970s, Dieter Rams was becoming increasingly concerned by the state of the world around him — “an impenetrable confusion of forms, colours and noises.” As the lead designer for consumer product giant Braun he was aware that he was a significant contributor, and so, he asked himself an important question, ‘Is my design good design?’. He set about answering a set of 10 questions statements which have become the ‘Ten Commandments’ of good design. While they were constructed with industrial design as a framework they are easily applied to brand and communication design.

Here they are:

1. Good design is innovative

2. Good design is makes a product useful

3. Good design is aesthetic

4. Good design makes a product understandable

5. Good design is unobtrusive

6. Good design is honest

7. Good design is long-lasting

8. Good design is thorough down to the last detail

9. Good design is environmentally friendly

10. Good design involves as little design as possible