Dieter Rams is a German industrial designer, lead designer at Braun from 1962 to 1995, a representative of the school of functionalism in industrial design.

Below are 10 principles that he follows in his work.

1. Good design is innovative.

2. Good design is easy to use.

3. Good design is aesthetic.

4. Good design – understandable for the consumer.

5. Good design is not intrusive.

6. Good design is honest.

7. Good design is relevant.

8. Good design – thought out to the last detail.

9. Good design is sustainable.

10. Good design – as little design as possible.