Dieter Rams
Dieter Rams, born in 1932, could almost be described as the Zen master of product design. In a world increasingly characterised by visual and technological noise, Rams’ design principles are an oasis of clarity and functionality. His legendary career at Braun, a company often regarded as the temple of German engineering, has shaped not only the aesthetics of household appliances and consumer electronics, but also the philosophy of design itself.
The Ten Commandments of Design
Perhaps Rams is best known for his “Ten Principles of Good Design”, which are considered biblical texts for designers and architects worldwide. These principles, which he developed during his time at Braun, embrace “less, but better” and call for a return to simplicity and longevity in a throwaway society. Rams advocates products that are restrained, useful and unobtrusive – a radical departure from the arbitrariness and overload of many contemporary design philosophies.
The Braun era
When Rams joined Braun in 1955, he encountered a company that was already known for its technical devices but was looking for a new direction in design. Under Rams’ leadership, Braun underwent a transformation that catapulted the company into the Olympus of global design. Rams’ work at Braun, including the design of the famous SK4 radio recorder (“Snow White’s coffin”) and the ET66 pocket calculator, was characterised by clean lines, functionality and an almost ascetic aesthetic that set Braun apart from its competitors.
Influence and legacy
Rams’ influence on the world of design cannot be overestimated. His philosophy and approach have influenced generations of product designers, including Jonathan Ive, the former head of design at Apple, who used Rams’ principles as a guide for many Apple products. In fact, it could be argued that without Rams, the iPhone or MacBook would not have the shape and feel we know and appreciate today.
Rams’ design reflects a deeper philosophical stance that goes beyond the mere appearance of products. His designs manifest an attitude to life that finds expression in a reduction to the essentials and an almost Zen-like focus on function. This has not only influenced product design, but also pop culture, where minimalism and functionality have become key concepts.
Ironically iconic
Ironically, Rams, the champion of an understated design aesthetic, has achieved an iconic status akin to the loud celebrity of those he spoke out against throughout his life. His legacy and principles live on in the products we use every day and in the principles of designers who recognise a form of subversive radicalism in his simplicity.
Dieter Rams remains a key figure in the world of design, whose work has the power to change the way we think about and interact with the objects around us. In a world often characterised by excess and overkill, Rams’ clean, functional designs offer a calm haven and challenge us to re-evaluate the way we think about design and its role in our lives.
