Kronberg/Taunus, Germany
As Braun turns 100 years this year, we remember Dieter Rams, the German industrial designer who trained and worked as an architect for a few years until he joined the German electronic devices manufacturer Braun.
During those years, Rams participated in the historic Good Design® program winning early recognition first from The Museum of Modern Art (MoMA); and in later years, from The Chicago Athenaeum: Museum of Architecture and Design—a period from the 1950s through the early 1990s.
Rams held his position as Chief Designer at Braun for almost 35 years, crafting a language for Braun’s products and the identity of the company.
He literally took a concept for a product—a radio, a shaver, a cigarette lighter, a shelving system — and gave Braun the form for the object.
That form was so identifiable, so immediately recognizable that it was no mistake it was manufactured by Braun.
During his tenure, he and his team designed many iconic devices ranging from record players to furniture to storage systems.
He is also credited with the memorable phrase “Weniger, aber besser,” which basically translates into “Less, but better,”
Dieter Rams used graphic design, form, proportion, and materiality to create order within his designs.
His work does not try to be the center of attention, rather he allows his work to become part of the environment through precision and order.
More so, he is well known for his “Ten Principles for Good Design,” which we print here alongside some of the products that Rams was awarded.
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.
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.
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.
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.
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.
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.
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.
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 consumer.
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.
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.
Dieter Rams Braun DW 50wristwatch, 1982. Good Design Award 1987. TCA Archives Dieter Rams, Braun Dynamic Lighter, 1980. Good Design Award 1985. TCA Archives Dieter Rams, Braun Tonarmwaage, 1962. Good Design Award 1965. TCA Archives Dieter Rams, Braun Regie 510 Receiver (Steuergerät), 1972. Good Design Award 1975. TCA Archives. TCA Archives Dieter Rams FS80 Television Set, 1967. Good Design Award 1968. TCA Archivesjpg Dieter Rams 606 Universal Shelving System. Good Design Award 1964. TCA Archives Dieter Rams and Florian Seiffert, Braun KF 20 Coffee Machine, 1972. Good Design Award 1980. TCA Archives
Dieter Rams Designs are courtesy of The Chicago Athenaeum Archives.