Less and More: The Design Ethos of Dieter Rams

—by Cool Hunting / Wednesday, January 20, 2010

by Anna Carnick

Available stateside this month, Less and More: The Design Ethos of Dieter Rams covers the breadth of the influential German designer’s career—notably his projects for furniture company Vitsœ and the forty-plus year’s worth of work for consumer electronics manufacturer Braun. Published by Gestalten, the title comes from Rams’ own prescription for creative work: "Weniger, aber besser,” roughly translating to “Less, but better.”

The 800-page book features beautiful visuals of Rams’ elegantly simple, seemingly effortless designs, overwhelmingly the result of meticulous testing and experimentation with new materials. It also includes accessible texts by design experts that explain each works’ creation and place it in current context. From Braun lighters, calculators and electric shavers to stereo amplifiers and 35 mm film slide projectors, or his timeless 606 Universal Shelving System for Vitsœ, Less and More demonstrates how the legendary designer’s work changed expectations of what design could and should be. As Rams himself once said, “Question everything generally thought to be obvious.” 

Throughout the book, Rams’ designs embody his now famous design philosophy—what he called “Principles of Good Design” but which are more often referred to as the design world’s “Ten Commandments”—all just as relevant today as they were when first proclaimed: 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.

In coordination with the book’s initial release, London's Design Museum is currently showing an exhibit of the same name (through March 2010), showcasing Ram's work for Braun and Vitsœ, and examining his philosophy influence on Braun's product range for over four decades, as well as his undeniable influence on the current design world.