10 Principles of Good Design

In the late 1970s, Dieter Rams suggested a list of the 10 most important principles of good design:

  1. Good design is innovative. It improves upon existing solutions.
  2. Good design is useful. It makes life easier.
  3. Good design is aesthetic. It looks good. It improves well-being.
  4. Good design is understandable. It clarifies structure and function. It's intuitive, or at best self-explanatory.
  5. Good design is unobstrusive. It blends seamlessly into daily life without demanding attention. It's neither a decorative object nor a work of art.
  6. Good design is honest. It does not make a product appear more valuable than it really is.
  7. Good design is long-lasting. It's made to stand the test of time, both in terms of durability and style. It avoids being fashionable and therefore never appears antiquated.
  8. Good design is detailed. Every element is carefully designed and serves a purpose.
  9. Good design is environmentally friendly. It conserves resources and minimizes physical and visual pollution throughout it's lifecycle.
  10. Good design is as little design as possible. Less, but better. Simple as possible, but not simpler.