What is Good Design?

It's about making things that are

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useful
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simple
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easy to understand

Designers strive to create good design because it makes people’s lives better.

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In order to be good at it, we need to understand the people using our products.

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“You cannot understand good design if you do not understand people.”
— D.Rams

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Dieter Rams, a German industrial designer known for his "less but better" approach, wanted to figure out what good design really means. 

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His influence is everywhere—from alarm clocks to toothbrushes to coffeemakers. Rams's style is all about honesty, restraint, and simplicity.

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In the late 1970s, looking at the overwhelming clutter of forms, colors, and noise around him, Rams asked himself: “Is my design good design?” 

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According to him, good design:

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  1. Is innovative
  2. Makes a product useful
  3. Is aesthetic
  4. Makes a product understandable
  5. Is unobtrusive
  6. Is honest
  7. Is long-lasting
  8. Is thorough down to the last detail
  9. Is environmentally friendly
  10. Involves as little design as possible

Innovation

Good design takes advantage of new technologies and methods. It moves forward, creating better solutions for real problems.

Innovation should serve the user and make things work better—not just be different for the sake of it.

Useful

A product is bought to be used.

Good design focuses on making that use as effective as possible. It’s all about understanding what people need and ensuring that your product meets those needs in a simple, effective way.

Aesthetic

Products should be pleasant to look at and enjoyable to use.

Beauty isn’t just superficial—it’s part of what makes a product desirable and satisfying. The aesthetics should reflect the product’s function and purpose.

Understandable

Design should communicate clearly.

Users should be able to understand how to use a product without needing instructions. The clearer the design, the easier it is for users to achieve their goals.

Unobtrusive

A well-designed product serves a purpose without drawing unnecessary attention. It shouldn’t be overly decorative or flashy.

The focus should be on functionality, not on distracting elements.

Honest

Design should not promise more than it can deliver.

Honesty means that users can trust what they see. Good design tells the truth about what a product can do—no exaggerated claims or false promises.

Long-lasting

Trends come and go, but good design stands the test of time.

Products should not become outdated quickly; they should maintain their value and usability for years to come.

Thorough

Thorough down to the last detail.
Every detail matters.
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A well-designed product shows care and thoughtfulness, even in the smallest features. This attention to detail makes the difference between something ordinary and something truly great.

Environmentally friendly

Design should consider the planet. This means using sustainable materials, creating products that last, and minimizing waste.

Good design doesn’t just benefit the user—it also takes care of the environment.

As little as possible:

Good design involves as little design as possible: Less is more.
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Good design is about focusing on the essentials, without unnecessary extras. Simplicity makes a product clearer, easier to use, and more effective.

Applying Good Design

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Dieter Rams’s principles are a great foundation, but to apply them effectively, always keep the user front and center. 

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Our focus should be on solving real problems, making things intuitive, and avoiding unnecessary complexity.

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By following these ten principles, we can ensure our designs look good, work well, and stand the test of time.

Ready to make something remarkable?

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Start applying these principles today and notice the difference.

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If you’d like some guidance or want to chat about how to make your product stand out, my contact info is below.

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Let's connect, and if we're a good fit, I'd love to help bring your ideas to life.

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