Good design is thorough down to the last detail
Good design is environmentally-friendly
Good design is as little design as possible
These principles have become iconic and have inspired designers across the world.
What can I do?
DISCUSS: Can you think of any designs that don't fit Rams' rules? Are they good or bad?
RESEARCH: Find 3 pieces of design that fulfil Rams' 10 Principles. What do you think of them?
DO: Write your own principles for design! Create your own list of what you think makes design good.
Dieter Rams has influenced many designers and creators around the world. Can you think of the most famous creative company that Rams has heavily influenced?
Show me the answer
Apple.
Apple's love of sleek and simple design reflects how they were inspired by the work Rams was doing Braun as a product designer. Many critics have exclaimed that Apple was copying Rams. Rams however believed "it's a compliment that they use the [same] basic thinking about what design can be".  Rams has been equally fond of Apples's work and regards them as one of the "few companies that take design seriously".
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