Dieter Rams’ 10 principles of good design

When we talk about great design, it’s hard not to mention Dieter Rams. This legendary German industrial designer influenced the look and feel of everyday products for decades, including the iPhone, and his approach remains just as relevant now as it was in the 1960s and ’70s at Braun.

Let’s explore his “ten principles for good design” and understand how they still guide designers and consumers alike.

1. Good design is innovative

Innovation goes beyond being flashy—it’s about genuinely improving what’s come before. Materials, techniques, and technology all play a role in pushing design forward.

2. Good design makes a product useful

A sleek look is pointless if a product doesn’t work well. Usefulness should come first, ensuring the product improves daily life rather than complicating it.

3. Good design is aesthetic

While function is crucial, form matters too. A product that’s pleasing to look at can make our interactions feel more enjoyable and natural.

4. Good design makes a product understandable

No one wants to wade through a manual to figure out how something works. Intuitive design speaks for itself, allowing users to understand its purpose effortlessly.

5. Good design is unobtrusive

A well-designed object blends into our lives without demanding constant attention. It should help us, not distract us.

6. Good design is honest

Gimmicks and false promises only lead to disappointment. Honest design does what it claims and respects the user’s intelligence.

7. Good design is long-lasting

Trends fade, but quality endures. Well-made products that don’t rely on passing fashions are more sustainable and better value over time.

8. Good design is thorough down to the last detail

Every feature matters, from the placement of a button to the feel of the surface. Thoughtful attention to detail creates a sense of trust and quality.

9. Good design is environmentally friendly

Long before sustainability was a buzzword, Rams saw its importance. Choosing materials and designs that respect our planet is central to creating truly good products.

10. Good design is as little design as possible

Sometimes less really is more. Stripping away the unnecessary reveals the product’s true purpose and makes it easier to use and appreciate.

Putting it into practice

These principles aren’t just for industrial designers. They can guide anyone who creates—or even just buys—products. When you consider these values, you’re more likely to choose items that last, function well, and won’t fall out of favour as soon as the next trend hits.

Dieter Rams’ principles serve as a timeless reminder that good design respects people, their needs, and the world around them. By following these guidelines, we can enjoy products that are both beautiful and truly useful.