Recently, I came across Dieter Rams’ ten principles of good design. I didn’t even know who Dieter Rams was – but assumed that he was surely a graphic designer, based on his definition of good design (and maybe the glasses).

I was wrong! (which proves good design is transcendent)

Dieter Rams is an industrial designer – mainly working for electronic device manufacturer, Braun. He designed products such as coffee makers, radios, calculators and so on. Basically, if he failed at his job as designer, people would get really frustrated with the devices that fill their daily lives. Talk about a tall task – especially in comparison to myself – a measly website designer.

So here is Dieter Ram’s 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.

—Dieter Rams

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