In the late 1970s, Dieter Rams was becoming increasingly interested in the world of things that surrounded him – “an impenetrable confusion of forms, colours and noises.” As a designer, Rams was aware that he played an important role in the world he was helping create, he asked himself an important question: is my design good design?

Good design is... See more

Dieter Rams was the lead designer at Braun for many years. He is driven by the idea that almost everything is noise. He believes very few things are essential. His job is to filter through that noise until he gets to the essence. For example, as a young twenty-four-year-old at the company he was asked to collaborate on a record player. The norm at

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1. is innovative  – The possibilities for progression are not, by any means, exhausted. Technological development is always offering new opportunities for original designs. But imaginative design always develops in tandem with improving technology, and can never be an end in itself.


2. makes a product useful  – A product is bought to be used. It has to

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