Steve Jobs in 3030 / Metal Street Art / Braun Camera Design


"We know without Steve Jobs as a co-founder of Apple; technology would be a sh*t storm—Dieter Rams, Braun Designer, an influence of Steve Jobs visual communication, brings this Edition; of 48 to be an excellent gift for the industrial designer in your life." -- JSPC [ Street Artists of Wanton.]

Dieter Rams
"Good design" principles

Rams introduced the idea of sustainable development and obsolescence being a design crime in the 1970s. Accordingly, he asked himself, “Is my design good?” The answer he formed became the basis for his celebrated ten principles. According to him, "good design.”

One is innovative – The possibilities for progression are not, by any means, exhausted. Technological development is always offering new opportunities for original designs. But imaginative design always develops in tandem with improving technology and can never be an end in itself.

Two makes a product worthwhile – A product is bought to be used. It has to satisfy not only functional but also psychological and aesthetic criteria. Good design emphasizes the usefulness of a product while disregarding anything that could detract from it.

Three is aesthetic – The aesthetic quality of a product is integral to its usefulness because products are used daily and affect people and their well-being. Only well-executed objects can be beautiful.

Four makes a product understandable – It clarifies the product’s structure. Better still, it can make the product clearly express its function by using the user's intuition. At best, it is self-explanatory.

Five is unobtrusive – Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Therefore, Their design should be neutral and restrained to allow the user's self-expression.

Six is honest – It does not make a product appear more innovative, consequential, or valuable than it is. It does not attempt to manipulate the consumer with promises that cannot be kept.

Seven 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.

Eight is thorough down to the last detail – Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect toward the consumer.

Nine is environmentally friendly – Design contributes to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the product’s lifecycle.

Ten is as little design as possible – Less, but better. Simple as possible but not simpler. Good design elevates the essential functions of a product.


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