The design ethos of one of the most influential designers of the 20th century, Dieter Rams, helped to make Braun a staple of excellence in product design and usability. His mantra of “Weniger, aber besser” or “Less, but better” revolutionized the relationship between good design and the consumer and has inspired countless other designers, including Apple Senior VP of Industrial Design, Jony Ive.

His mantra of “Weniger, aber besser” or “Less, but better” lead him to his 10 principles to good design.

Good Design:

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