Principles by Dieter Rams, perpetuated by Vitsoe, reiterated by Oliver Thomas Klein.
Good Design
Is Everything
Good Design // 10 Principles For Good Design.
/ is innovative 01.
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.
Braun TG 60 reel-to-reel tape recorder
Braun TG 60 - 1965
/ makes a product useful 02.
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.
Braun Lectron System, a teaching tool for use in schools and universities
Braun Lectron System - 1967
/ is aesthetic 03.
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.
Braun TP 1 transistor radio
Braun TP 1 - 1959
/ makes a product understandable 04.
It clarifies the product's structure. Better still, it can make the product talk. At best, it is self-explanatory.
Braun T 1000 CD portable AM/FM radio
Braun T 1000 CD - 1968
/ is unobtrusive 05.
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.
Braun EF 2/NC flash camera
Braun EF 2/NC - 1958
/ is honest 06.
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.
Braun T 3 pocket radio
Braun T 3 - 1958
/ is long-lasting 07.
It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today's throwaway society.
Braun ET 55 control LCD pocket calculator
ET 55 control LCD - 1983
/ is thorough down to the last detail 08.
Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the user.
Braun FS 80 television
Braun FS 80 - 1964
/ is environmentally-friendly 09.
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.
Braun F 65 Flash Unit
F 65 Flash Unit - 1962
/ is as little design as possible 10.
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 02 Speaker
L 02 Speaker - 1957