less, but better - dieter rams' principles of good design

Less, but better.User experience principlesby dieter rams

DAVID RHYNESenior UX Designerdavid.rhyne@3pillarglobal.comhttp://dazid.net@dazidrhyne

JESSICA HALLDirector, Innovate Practicejessica.hall@3pillarglobal.com@jesshallway

user testing

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designprinciples

flexibility & availability

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how do you

make,explain,

& defend design decisions?

Dieter Rams• Industrial designer and design thought leader

• Born May 20th, 1932• Employed by Braun and Vitsœ

jony ive on dieter rams

“No part appeared to be either hidden or celebrated, just perfectly considered and completely appropriate in the hierarchy of the product’s details and features. At a glance, you knew exactly

what it was and exactly how to use it.”jony ive on dieter rams

Weniger, aber besser.

Less, but better.

Less, when better.

Now, the principles.

1Good 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.

1 Good design is innovative

1 Good design that’s innovative

1 Design that’s not innovative

2Good design 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.

2Good design makes a product useful

2 Good design that’s useful

2 Design that’s not not useful

3Good design is aesthetic

The aesthetic quality of a product is integral to its usefulness because products we use every day affect our person and our well-being. But only well-executed objects can be beautiful.

3Good design is aesthetic

3 Good design that’s aesthetic

3 Design that’s not aesthetic

4Good design makes a product understandableIt clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.

4Good design makes a product understandable

4 Good design that’s understandable

4 Design that’s not understandable

5Good design 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.

5Good design is unobtrusive

5 Good design that’s unobtrusive

5 Design that’s obtrusive

6Good design 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.

6Good design is honest

6 Good design that’s honest

6 Design that’s dishonest

7Good design 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.

7Good design is long-lasting

7 Good design that’s long-lasting

7 Design that’s not long-lasting

8Good design is thorough down to the last detailNothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the user.

8Good design is thorough down to the last detail

8 Good design that’s thorough

8 Design that’s not thorough

Good design is as little design as possibleLess, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials.

Back to purity, back to simplicity.

9

9Good design is as little design as possible

9 Good design that’s as little design as possible

9 Design that’s not as little design as possible

Good design...

1. Is innovative2. Makes a product useful3. Is aesthetic4. Makes a product understandable5. Is unobtrusive

6. Is honest7. Is long-lasting8. Is thorough down to the last detail9. Is as little design as possible

how to

make,explain,

& defend design decisions.

“Back to purity, back to simplicity.”dieter rams

Thank you.

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