Ten Principles for Good Design
Dieter Rams


Vitsœ’s designer, Dieter Rams.
Photograph by Abisag Tüllmann

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.”

Aware that he was a significant contributor to that world, he asked himself an important question: is my design good design?

His answer is expressed in his ten principles for good design.

Ten principles of good design

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.


TP 1 radio/phono combination, 1959,
by Dieter Rams for Braun

MPZ 21 multipress citrus juicer, 1972,
by Dieter Rams and Jürgen Greubel for Braun


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.

It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.


T 1000 world receiver, 1963,
by Dieter Rams for Braun

Good design makes a product understandable


RT 20 tischsuper radio, 1961,
by Dieter Rams for Braun

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 makes a product useful


Cylindric T 2 lighter, 1968,
by Dieter Rams for Braun


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.

606 Universal Shelving System, 1960, by Dieter Rams for Vitsœ
ET 66 calculator, 1987, by Dietrich Lubs for Braun

Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the user.

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 thorough down to the last detail


Good design is environmentally friendly


620 Chair Program, 1962,
by Dieter Rams for Vitsœ

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 honest


L 450 flat loudspeaker, TG 60 reel-to-reel tape recorder and TS 45 control unit, 1962-64,
by Dieter Rams for Braun

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 unobtrusive

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.

L 2 speaker, 1958, by Dieter Rams for Braun