Nikos Pappas • Crafting Impactful Digital Experiences
Nikos Pappas • Digital Product & Service Designer


This digital notebook is about documenting interesting ideas, opinions and findings around user and customer experience, product design, strategy, processes and tools.

What good design is: Dieter Rams’ 10 principles

At some point is his life Dieter Rams once asked himself an important question: is my design good design?

To determine that, he came up with 10 principles that define what good design means. Nowadays, this principles are also known as “The 10 commandments” in design circles.

“I summarized my [design] philosophy in 10 points, and I’m actually very surprised that people today, especially students, still accept them. I didn’t intend these 10 points to be set in stone forever. They were actually meant to mutate with time and to change. But apparently things have not changed greatly in the past 50 years. So even nowadays, they are still accepted” he explains.

These 10 points include the following “Good design is” statements:

  1. Good design is innovative.

  2. Good design makes a product useful.

  3. Good design is aesthetic.

  4. Good design helps a product to be understood.

  5. Good design is unobtrusive.

  6. Good design is honest.

  7. Good design is durable.

  8. Good design is consistent to the last detail.

  9. Good design is environmentally friendly.

  10. Good design is as little design as possible.

I was reminded of these principles by a great documentary released recently about Rams’ life in selected theaters across the globe, and that the rest of us can now watch a on Vimeo.

You can watch (paid streaming) the full documentary on following link:

A scene from "Rams", Gary Hustwit's new documentary about legendary designer Dieter Rams, with original music by Brian Eno. Motion graphics by Trollback & Co. Watch the full film now on Vimeo On Demand: More info, trailer, or to pre-order the book/disc edition: