10 PRINCIPLES OF GOOD DESIGNDIETER RAMS

WHO IS DIETER RAMS?

an influential German industrial designer famous for his work at Braun

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GOOD DESIGN IS INNOVATIVE

1

The possibilities for innovation are not, by any means, exhausted.

Technological development is always offering new opportunities for

innovative design. But innovative design always develops in tandem

with innovative technology, and can never be an end in itself.

Nicholas Feltron2012 Annual Report

GOOD DESIGN MAKES A PRODUCT USEFUL

2

A product is bought to be used. It has to satisfy certain criteria, not

only functional, but also psychological and aesthetic. Good design

emphasises the usefulness of a product whilst disregarding

anything that could possibly detract from it.

Nicholas Feltron2012 Annual Report

Reporter App

GOOD DESIGN IS AESTHETIC

3

The aesthetic quality of a product is integral to its usefulness

because products we use every day affect our person and our well-

being. But only well-executed objects can be beautiful.

Moritz StefanerStadtbilder is an attempt to map the digital shape of cities.

While traditional maps show us buildings, roads and physical infrastructure, these maps reveal where and in which form the city is alive.http://stadt-bilder.com/

GOOD DESIGN MAKES A PRODUCT UNDERSTANDABLE

4

It clarifies the product’s structure. Better still, it can make the

product talk. At best, it is self-explanatory.

Center for Public IntegrityThe Center for Public Integrity's “Dark Money Inc.” investigation uncovered more than $173 million in political contributions from about one-

third of the 300 largest companies in the United States to trade associations and other politically active nonprofits and unveiled ways companies advance their political agendas.

http://www.publicintegrity.org/2014/01/16/14093/follow-corporate-cash-flow-nonprofits

GOOD DESIGN IS UNOBTRUSIVE

5

Products fulfilling a purpose are like tools. They are neither

decorative objects nor works of art. Their design should

therefore be both neutral and restrained, to leave room for the

user’s self-expression.

GOOD DESIGN IS HONEST

6

It does not make a product more innovative, powerful or

valuable than it really is. It does not attempt to manipulate the

consumer with promises that cannot be kept.

GOOD DESIGN IS LONG-LASTING

7

It avoids being fashionable and therefore never appears

antiquated. Unlike fashionable design, it lasts many years – even

in today’s throwaway society.

Harry BeckOriginal Tube Map Design 1947

London Transport AuthorityModern Tube Map Design 2014

Massimo VignelliNew York Subway Diagram 1972

Michael TyznikRail Transport in Westeros

GOOD DESIGN IS THOROUGH DOWN TO THE LAST DETAIL

8

Nothing must be arbitrary or left to chance. Care and accuracy in

the design process show respect towards the user.

Wittgenstein Centre for Demography and Global Human Capital in ViennaGlobal Migration Patterns

http://www.global-migration.info/

GOOD DESIGN IS ENVIRONMENTALLY-FRIENDLY

9

Design makes an important contribution to the preservation of the

environment. It conserves resources and minimises physical and

visual pollution throughout the lifecycle of the product.

WizartsThis visualization was created for the University of Copenhagen. The design relies on simplicity and functionality, combining

the experience of reading the time with the new function of monitoring your building’s energy consumption.In an attempt to nudge the user towards saving energy, progress towards preset energy saving goals is presented to the user

every time he or she looks at the clock. Also, GPS is used to coordinate access to the energy consumption data.http://www.wizarts-inc.com/

GOOD DESIGN IS AS LITTLE DESIGN AS POSSIBLE

10

Less, but better – because it concentrates on the essential aspects,

and the products are not burdened with non-essentials.

Back to purity, back to simplicity.

schemadesignTransit Patterns (Urban Data Challenge)

Public transit ridership over the course of 24 hours in 2012. Activity in San Francisco is more evenly spread out, both spatially and over the course of the day. These insights are useful for city planners and transit authorities, who can see what areas see high and low ridership and

understand what areas are underserved by public transit. Visualizations for Geneva and Zurich are also available.http://www.schemadesign.com/transitpatterns/