Dieter Rams is one of the most influential industrial designers of the 20th century, who made Braun a household name in the 50′s, producing electronic gadgets that has sent waves of design influence far into the 21st century. His passion for simplicity and honest design is always declared whenever he’s interviewed or appear in videos as the one below. His 10 principles for good design should be at the core of any designer.

– Good design is innovative
– Good design makes a product useful
– Good design is aesthetic
– Good design helps us 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