“Credo che un bravo designer debba sempre essere un passo più avanti del proprio tempo. Dovrebbe mettere in discussione qualunque cosa che venga generalmente considerata ovvia. Deve avere un naturale intuito per come cambiano le abitudini delle persone, per la realtà in cui vivono, per i loro sogni, i loro desideri, i loro problemi, le loro necessità. Deve inoltre saper considerare realisticamente le opportunità e i limiti che offre la tecnologia” – Dieter Rams
Dieter Rams è per me, e per altri milioni di designer in tutto il mondo, un riferimento. Cerco di tenere bene a mente i suoi dieci principi per un buon design nell’attività di ogni giorno, e se vedo che un progetto li rispetta tutti, so che ho fatto un buon lavoro.
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.
TP 1 radio/phono combination, 1959, by Dieter Rams for Braun
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.
MPZ 21 multipress citrus juicer, 1972, by Dieter Rams and Jürgen Greubel for Braun
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.
RT 20 tischsuper radio, 1961, by Dieter Rams for Braun
It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.
T 1000 world receiver, 1963, by Dieter Rams for Braun
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.
Cylindric T 2 lighter, 1968, by Dieter Rams for Braun
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.
L 450 flat loudspeaker, TG 60 reel-to-reel tape recorder and TS 45 control unit, 1962-64, by Dieter Rams for Braun
It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.
Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the user.
ET 66 calculator, 1987, by Dietrich Lubs for Braun
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.
606 Universal Shelving System, 1960, by Dieter Rams for Vitsœ
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.
L 2 speaker, 1958, by Dieter Rams for Braun