— Good design is innovative.
— Good design makes a product useful.
— Good design is aesthetic.
— Good design makes a product understandable.
— Good design is unobtrusive.
— Good design is honest.
— Good design is long-lasting.
— Good design is thorough down to the last detail.
— Good design is environmentally friendly.
— Good design is as little design as possible.
Copyright Dieter Rams, amended March 2003 and October 2009
Less and More — The Design Ethos of Dieter Rams
18th November 2009 — 7th March 2010
