Dieter Rams – a legacy to learn from

The Design Museum has an interesting exhibition on at the moment – ‘Less and More’ , a major retrospective on the work of Dieter Rams.

A German industrial designer of the functionalist school, Rams is most famous for his work with Braun – you’ll recognise his sleek, minimalist design, even if only in muted echos, the inspiration behind many iconic modern product designs*.

But what has my nice weekend outing got to do with marketing? More than you might imagine. You see, Rams worked to the philosophy ‘Weniger, aber besser’ which loosely translates as ‘Less, but better’… a way of thinking that certainly resonates in an economic climate where aesthetics of sustainability, and dare I say it, frugality, loom large.

If I was to focus on a single thing that really struck a chord as I wandered round this exhibition, it must be how much, I for one can learn from Rams’ thinking – especially his ten principles of good design:

•    Good design is innovative
•    Good design makes a product useful
•    Good design is aesthetic
•    Good design helps us to understand a product
•    Good design is unobtrusive
•    Good design is honest
•    Good design is long-lasting
•    Good design is consequent to the last detail
•    Good design is concerned with the environment
•    Good design is as little design as possible

You’ll find a more in-depth explanation of Rams’ principles at vitsoe.com

Could these principles be applied to sound copywriting? Or a good marketing strategy? What about social media?

Though pure function and utilitarianism can go to far – and risk losing a sense of fun and playfulness – does it pay dividends to consider these ‘commandments’ and be sure of our reasoning if we ignore them?

Whatever your opinion, ‘Less and More’ is certainly food for thought – albeit of the more ascetic variety. So if you’re in London – before March 10 – go, see, and make you own mind up.

*Read what the Guardian has to say about the exhibition and Ram’s influence

Words – Ray Morrow
Pictures – Ray Morrow (snapshots) / Luke Waterman (design)