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As head of design at Braun,

Dieter Rams

emerged as one of

the most influential industrial designers of the late 20th century

by defining an elegant, legible, yet rigorous visual language for

its products. He defined ten principles of good design.

Good design...

1.

is innovative

2.

makes a product useful

3.

is aesthetic

4.

makes a product understandable

5.

is unobtrusive

6.

is honest

7.

is long-lasting

8.

is thorough down to the last detail

9.

is environmentally friendly

10.

is as little design as possible

Ten principles of good design

Braun design