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Good design is innovative

It does not copy existing product forms, nor does it produce any kind of novelty just for the purpose of it. The essence of innovation must cleanly be seen in all functions of a product. Possibilities in a current technological development keeps offering new chances for innovative solutions.

DIETER RAMS

MASTER AND COMMANDMENTS

His contribution as one of our inaugural Guest Editors in 2007 (W*103) laid out Dieter Rams’ Ten Commandments of Design, updated especially for Wallpaper* and explored through the designer’s favourite objects

01
Good design is innovative

It does not copy existing product forms, nor does it produce any kind of novelty for the sake of it. The essence of innovation must be clearly seen in all functions of a product. The possibilities, in this respect, are by no means exhausted. Technological development keeps offering new chances for innovative solutions

02
Good design makes a product useful

The product is bought in order to be used. It must serve a defined purpose – in both primary and additional functions. The most important task of design is to optimise the utility of a product

03
Good design is aesthetic

The aesthetic quality of a product – and the fascination it inspires – is an integral part of the product’s utility. Without doubt, it is uncomfortable and tiring to have to put up with products that are confusing, that get on your nerves, that you are unable to relate to. However, it has always been a hard task to argue about aesthetic quality for two reasons. Firstly, it is difficult to talk about anything visual, since words have a different meaning for different people. Secondly, aesthetic quality deals with details, subtle shades, harmony and the equilibrium of a whole variety of visual elements. A good eye is required, schooled by years and years of experience, in order to be able to draw the right conclusion

04
Good design helps a product be understood

It clarifies the structure of the product. Moreover, the product speaks, in a sense. Optimally, the product is self-explanatory and saves you the long, tedious perusal of the operating manual

05
Good design is unobtrusive

Products that answer this criterion are tools. They are neither decorative objects nor works of art. Their design should always be neutral, they must not be seen, they must underline their usefulness

06
Good design is honest

An honestly designed product must not claim features it does not have – being more innovative, more efficient, of higher value. It must not influence or manipulate buyers and users

07
Good design is durable

Nothing trendy that might be out of date tomorrow. This is one of the major differences between well-designed products and trivial objects for a waste-producing society. Waste must no longer be tolerated

08
Good design is consistent to the last detail

Thoroughness and accuracy of design are synonymous with the product and its functions, as seen through the eyes of the user

09
Good design is concerned with the environment

Design must contribute towards a stable environment and a sensible use of raw materials. This means considering not only actual pollution, but also the visual pollution and destruction of our environment

10
Good design is as little design as possible

Back to purity, back to simplicity

Portrait: Rams photographed by Matthew Donaldson at home in Kronberg, 6 August 2007


Product credits

TP1 Radio/Phono Combination, 1959, by Dieter Rams for Braun

MPZ21 Multipress Citrus Juicer, 1972, by Dieter Rams and Jurgen Greubel for Braun

Tischsuper Radio RT20, 1961, by Dieter Rams for Braun

World Receiver T1000, 1963, by Dieter Rams for Braun

Cylindric T2 Cigarette Lighter, 1968, by Dieter Rams for Braun

Wall-mounted Audio 2/3 (Components: Control TS45, Reel to Reel Tape Recorder TG60, Slim Speakers L450, Record Player PCS5), 1962/1963, by Dieter Rams for Braun

620 Lounge Chair Programme, 1962; 606 Universal Shelving System, 1960, both by Dieter Rams for Vitsœ

ET66 Calculator, 1976; World Traveller ET88 Calculator, 1987, both by Dieter Rams and Dietrich Lubs for Braun

Conference Table Programme 850, 1985, by Dieter Rams for Vitsœ. Photography: Ian McKinnell. Courtesy of Vitsœ

L2 and L01 Speakers, 1958, by Dieter Rams for Braun