The possibilities for innovation are not exhausted. Technological development always offers new opportunities for innovative design. Innovative design always develops in tandem with innovative technology. It can never be an end in itself. 2. Good design makes a product useful
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. 6. Good design is honest less and more the design ethos of dieter rams pdf pdf pdf
Rams believed that design should be an exercise in restraint. He strove to strip products down to their essential elements. He described his approach as: The possibilities for innovation are not exhausted
Dieter Rams’ approach was never about minimalism for the sake of aesthetics alone. It was a reaction to the "impenetrable confusion of forms, colors, and noises" he saw in the 1950s and 60s. To Rams, design is a service. It can never be an end in itself