“Weniger, aber besser”

Dieter Rams, a German industriall designer, once explained his design approach as “Less, but better”.

Many of his designs — coffee makers, calculators, radios, audio/visual equipment, consumer appliances and office products — have found a permanent home at many museums over the world, including MoMA in New York. For nearly 30 years Dieter Rams served as head of design for Braun A.G. until his retirement in 1998. He continues to be a legend in design circles and most recently designed a cover for Wallpaper magazine.

Many people say it is obvious that Rams’ designs have been influential on Jonathan Ive of Apple, Inc., designer of such products as the iMac, iPod, and iPhone, as can be witnessed particularly in the iPhone’s calculator application, whose design is based on the Braun ET66 calculator designed by Rams.

Dieter Rams’ Ten Principles of good design:

Good design is innovative.

Good design makes a product useful.

Good design is aesthetic.

Good design makes a product understandable.

Good design is unobtrusive.

Good design is honest.

Good design is long-lasting.

Good design is thorough down to the last detail.

Good design is environmentally friendly.

Good design is as little design as possible.