Dieter Rams who was born May 20, 1932, in Wiesbaden, Hesse is a German industrial designer and academic retiree who is closely associated with the Braun product company. His approach and belief that design should be “less but better” ultimately results in lasting quality in each of its products. In addition, he also influenced the design of many products, which also guarantees recognition throughout the world.
Rams began his studies in architecture and interior decoration at the Wiesbaden School of Art in 1947 which is now part of RheinMain University of Applied Sciences. A year later he left temporarily to gain practical experience and complete his internship.
He returned to his campus in 1948 and graduated in 1953, after which he began working for an architect based in Frankfurt, Otto Apel. In 1955, he was recruited to Braun as an architect and interior designer and became the main designer at Braun, a position he maintained until 1995.
Rams was greatly influenced by the presence of his grandfather, a carpenter. Rams and his staff designed many impressive products for Braun including the famous and high-quality SK-4 ‘D’-series (D45, D46) recordings from 35mm film slide projectors. He is also known for designing furniture collections for Vitsœ in the 1960s including 606 universal rack systems and 620 program chairs.
By producing exceptional electronic gadgets in aesthetics and user-friendly, Rams made Braun a famous household brand in the 1950s.
The Principle of a Good Design by Dieter Rams
Rams introduced the idea of sustainable development and obsolescence as a design crime in the 1970s. Thus, he asked himself “Is my design good?” The answer he forms is the basis of ten principles. According to him, “good design” is:
1. Innovative
The possibility of development in any way. Technological developments always offer new opportunities for original designs. But imaginative design always develops along with technological advancements, and can never end on its own.
2. Try to always make a useful product
A product is purchased for use. It must fulfill not only functional criteria but also psychological and aesthetic. Good design emphasizes the use of a product while ignoring everything that can reduce its benefits.
3. Aesthetics
The aesthetic quality of a product is an integral part of its use because the product is used every day and has an effect on people and their well-being. Only objects that are executed properly can be beautiful.
4. Make products that are understandable
Creating a product clearly expresses its function by utilizing the user’s intuition.
5. Don’t interfere
Products must meet the objectives as well as a tool. They are not decorative objects or artwork. Therefore the design must be neutral and controlled, to leave room for the user’s self-expression.
6. Honest
Do not make products that look more innovative, strong or valuable than they really are. Don’t manipulate consumers with promises that cannot be kept.
7. Long lasting
The design must last for many years.
8. Thorough to the last detail
Care and accuracy in the design process show respect for consumers.
9. Environmentally friendly
The design makes an important contribution to environmental preservation. This saves resources and minimizes physical and visual pollution throughout the product lifecycle.
10. Design as little as possible
Less, but better – because it concentrates on important aspects and the product and is not burdened with things that are not important. Return to simplicity.
Dieter Rams and Designs that Care for the Environment
He stressed out that we must stay away from making more trash, everything can, and should, last longer. They must be designed to be used again. Rams is annoyed by what he calls careless and says that designers must consider protection for the earth. Dieter Rams emphasize that we must think not only of our personal environment but also of our cities and our resources on this planet.
