"Less, but better."
Dieter Ram is a great modernist designer, who has made loads of beautiful industrial design, apparently Apple according to many is the only company in modern times which answers to all 10 of his principles of "good design". I feel the list is directly applicable to what designers such as Muller-Brockman and Massimo Vignelli think about graphic design, it allows me to gauge a bit better the ideals I should take into account when designing.
So many great points about good design:
- Innovative design
- Emphasise usefulness of a product. Disregard anything which detracts from this
- Well-executed products are beautiful. Being beautiful is important to our well-being
- Make the product talk. Understandable. Self-explanatory
- Unobtrusive. Neutral and restrained. Leave room for self-expression
- Honesty. Don't manipulate consumer. Make promises you can't keep
- Avoid being fashionable, never go out of date
- Nothing must be arbitrary and left to chance.
- Great care shows respect to customer
- Conserve resources. Minimise physical and visual pollution throughout life cycle
- Less but better. As little design as possible.
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