During decades as head of design for Braun, Dieter Rams was involved in the development of hundreds of products. However, his rigorous approach to creating a visual design language extended much farther, notably inspiring Apple’s Jonathan Ive. Rams was able to distill his approach into ten principles of good design:

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.

Texas-based designer and illustrator Gerren Lamson recently created a poster illustrating these principles, which is free to download.

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