Rams’ principles form the core of what I would like my design practice to be. Despite being devised from a product design perspective, they stand as overarching tenets that are equally applicable across all facets of design. They are not rigid or unyielding, they simply hint at a way to make design ‘good’:

Dieter Rams’ 10 principles of good design:

• Good design is innovative.
• Good design makes a product useful.
• Good design is aesthetic.
• Good design makes a product understandable.
• Good design is unobtrusive.
• Good design is honest.
• Good design is long-lasting.
• Good design is thorough down to the last detail.
• Good design is environmentally friendly.
• Good design is as little design as possible.
  
  

(Rams, 1980) from vitsoe.com

 Dieter Rams interviewed in the film Objectified (Huswit, 2009)

 Dieter Rams interviewed on BBC's The Culture Show (Rams, 2009)