Dieter Rams
Encyclopedia
Industrial design
Industrial design is the use of a combination of applied art and applied science to improve the aesthetics, ergonomics, and usability of a product, but it may also be used to improve the product's marketability and production...
er closely associated with the consumer products company Braun
Braun (company)
' , formerly Braun AG, is a German consumer products company based in Kronberg, Germany.From 1984 until 2005, Braun was a wholly owned subsidiary of The Gillette Company, which had purchased a controlling interest in the company in 1967...
and the Functionalist
Functionalism (architecture)
Functionalism, in architecture, is the principle that architects should design a building based on the purpose of that building. This statement is less self-evident than it first appears, and is a matter of confusion and controversy within the profession, particularly in regard to modern...
school of industrial design.
Life and career
Rams studied architecture at the Werkkunstschule Wiesbaden as well as learning carpentry from 1943 to 1957. After working for the architect Otto Apel between 1953 and 1955 he joined the electronic devices manufacturer Braun where he became chief of design in 1961, a position he kept until 1995.Rams once explained his design approach in the phrase "Weniger, aber besser" which freely translates as "Less, but better". Rams and his staff designed many memorable products for Braun including the famous SK-4 record player and the high-quality 'D'-series (D45, D46) of 35 mm film slide projector
Slide projector
A slide projector is an opto-mechanical device to view photographic slides. Slide projectors were common in the 1950s to the 1970s as a form of entertainment; family members and friends would gather to view slide shows...
s. He is also known for designing the 606 Universal Shelving System by Vitsœ in 1960.
Many of his designs — coffee makers, calculators, radios, audio/visual equipment, consumer appliances and office products — have found a permanent home at many museums over the world, including MoMA
Moma
Moma may refer to:* Moma , an owlet moth genus* Moma Airport, a Russian public airport* Moma District, Nampula, Mozambique* Moma River, a right tributary of the Indigirka River* Google Moma, the Google corporate intranet...
in New York. For nearly 30 years Dieter Rams served as head of design for Braun A.G. until his retirement in 1998. He continues to be highly regarded in design circles and currently has a major retrospective of his work on tour around the world.
In 2010, to mark his contribution to the world of design, he was awarded the 'Kölner Klopfer' prize by the students of the Cologne International School of Design.
Rams' ten principles of "good design"
Good design:- Is innovative - 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.
- Makes a product useful - A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.
- Is aesthetic - The aesthetic quality of a product is integral to its usefulness because products are used every day and have an effect on people and their well-being. Only well-executed objects can be beautiful.
- Makes a product understandable - It clarifies the product’s structure. Better still, it can make the product clearly express its function by making use of the user's intuition. At best, it is self-explanatory.
- Is unobtrusive - 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.
- Is honest - 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.
- Is long-lasting - It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today's throwaway society.
- Is thorough down to the last detail - Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.
- Is environmentally friendly - Design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollutionVisual pollutionVisual pollution is the term given to unattractive and man-made visual elements of a vista, a landscape, or any other thing that a person does not feel comfortable to look at. Visual pollution is an aesthetic issue, referring to the impacts of pollution that impair one's ability to enjoy a vista or...
throughout the lifecycle of the product.
- Is as little design as possible - 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.
Less and More exhibition
Less and More is an exhibition of Rams's landmark designs for Braun and Vitsœ. It first travelled to Japan in 2008 and 2009, appearing at the Suntory Museum in Osaka and the Fuchu Art Museum in Tokyo. Between November 2009 and March 2010 it appeared at the Design MuseumDesign Museum
Design Museum is a museum by the River Thames near Tower Bridge in central London, England. The museum covers product, industrial, graphic, fashion and architectural design. It was founded in 1989 and claims to be the first museum of modern design...
in London. Its last exhibition ended in September 2010 at the Museum für Angewandte Kunst
Museum für angewandte Kunst
The Museum of Applied Arts or just MAK, a short version of its German name Museum für angewandte Kunst is located in Frankfurt, Germany and exhibits more than 30,000 objects representing European and Asian decorative arts. The new building of the museum was designed by the American architect...
in Frankfurt. The exhibit is currently taking place at the San Francisco Museum of Modern Art
San Francisco Museum of Modern Art
The San Francisco Museum of Modern Art is a modern art museum located in San Francisco, California. A nonprofit organization, SFMOMA holds an internationally recognized collection of modern and contemporary art and was the first museum on the West Coast devoted solely to 20th century art...
through February 2012.
Legacy
The appearance of the calculator application included in iOS mimics the appearance of the 1987 Braun ET 66 calculator designed by Rams and Dietrich Lubs. In Gary HustwitGary Hustwit
Gary Hustwit is an independent filmmaker based in New York and London. He has produced and directed a number of documentaries including the 2007 film Helvetica.-Work:...
's 2009 documentary film Objectified
Objectified
Objectified is a feature-length documentary film examining the role of everyday non-living objects, and the people who design them, in our daily lives. The film is directed by Gary Hustwit...
, Rams states that Apple Inc. is one of the few companies designing products according to his principles.