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Introduction Ethos History Dieter Rams �//$�$%2)'.

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Back in the late 1970s, Dieter Rams

was becoming increasingly

concerned by the state of the world

around him – “an impenetrable

confusion of forms, colours and

noises.” Aware that he was a

significant contributor to that world,

he asked himself an important

question: is my design good design?

As good design cannot be measured

in a finite way he set about

expressing the ten most important

principles for what he considered

was good design. (Sometimes they

are referred as the ‘Ten

commandments’.)

Here they are.

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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.

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9/5/12 11:46 PMVitsœ | Good design

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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.

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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.

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It clarifies the product’s structure.

Better still, it can make the product

talk. At best, it is self-explanatory.

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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.

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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.

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It avoids being fashionable and

therefore never appears antiquated.

Unlike fashionable design, it lasts

many years – even in today’s

throwaway society.

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Nothing must be arbitrary or left to

chance. Care and accuracy in the

design process show respect

towards the user.

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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.

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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.

Dieter Rams What is Vitsœ?

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