Dieter Rams

Presented byJaikumar Ranganathan

Dieter Rams has established himself as

one of the most influential

Product designers of the postwar era.

Rams approach to design follows the principle of functionalism- that design should use simple, undecorated forms which express the object’s use.

Colour was not encouraged.

Rams represents an unbroken line of Modernism that stretches back to the Bauhaus through to his own education at the Ulm school

Dieter Rams (born May 20, 1932 in Wiesbaden)

is a German industrial designerclosely associated with the consumer

products company Braun and the Functionalist

school of industrial design.

Dieter Rams’ ten principles to “good

design”

•Good design is innovative

•Good design makes a product useful

•Good design is aesthetic

•Good design helps us to understand a

product

•Good design is unobtrusive

•Good design is honest

•Good design is durable

•Good design is consequent to the last

detail

•Good design is concerned with the

environment

•Good design is as little design as possible

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.

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

Good design must be innovative

Good design makes a product useful

A 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.

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

Good design is aesthetic

The aesthetic quality of a product – and the fascination it inspires – is an integral part of its 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.

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

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.

Good design is aesthetic

Good design helps a product to be understood

It clarifies the structure of the product. Better still, it can make the product talk. At best, it is self-explanatory and saves you the long, tedious perusal of the operating manual.

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

Good design is unobtrusive

Products that satisfy this criterion are tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained leaving room for the user’s self-expression.

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

Good design is honest

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

Wall mounted Audio 2/3 (Components: control TS 45, reel-to-reel tape deck TG 60, slim speakers L 450, record player PCS 5), 1962/1962, by Dieter Rams for Braun

Good design is durable

It is 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.

620 Chair Programme, 1962, by Dieter Rams for Vitsœ

Good design is thorough 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.

World traveller ET 88 calculator, 1987, by Dietrich Lubs for Braun

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.

606 Universal Shelving System, 1960, by Dieter Rams for Vitsœ

Good design is as little design as possible

Back to purity, back to simplicity.

L 01 speaker, 1958, by Dieter Rams for Braun

The similarities between products from Braun and Apple

Braun Atelier TV and latest iMac 24

Braun T1000 radio and PowerMac G5/Mac Pro

Braun T3 pocket radio and Apple iPod

Braun L60 sound system and Apple iPod Hi-Fi

Braun LE1 speaker and Apple iMac

Many of his designs — coffee makers, calculators, radios, audio/visual equipment, consumer appliances and office products — have found a permanent home at many museums over the world, including MoMA in New York. For nearly 30 years Dieter Rams served as head of design for Braun A.G. until his retirement in 1998. He continues to be a legend He continues to be a legend in design circlesin design circles and most recently designed a cover for Wallpaper magazine.

Limited Edition cover for Wallpaper Magazine by Dieter Rams

Courtesy to :

Wikipedia, the free encyclopedia

Design museum – Twentieth –century Design by Catherine Mcdermott