German industrial designer Dieter Rams, a pioneer of modern design, created a set of 10 principles that continue to influence designers around the world. Known for his work with Braun and Vitsoe, Rams emphasized simplicity, functionality, and sustainability in his approach.
His "10 Principles of Good Design" outline what makes a product not just aesthetically pleasing but also genuinely useful. According to Rams, good design is innovative, makes a product useful, is aesthetic, makes a product understandable, is unobtrusive, honest, long-lasting, thorough down to the last detail, environmentally friendly, and involves as little design as possible.
These principles helped shape iconic products from audio equipment to furniture and continue to guide designers seeking timeless, human-centered solutions. Rams' philosophy remains especially relevant in today’s age of fast consumption, where sustainable and thoughtful design is more important than ever.
Design schools and companies around the globe still look to Rams’ framework as a benchmark for excellence.