“The design of products has a duty to contribute to a sustainable reduction in the number of products as a whole. Therefore the goal for product culture in the coming decades will be ‘less, but better’.”
Dieter Rams
Less but better (Primary source)
Less but Better isn’t a comprehensive catalog of Dieter Rams’ work or a complete history of Braun. Instead, it’s something more valuable: a deep dive into the thinking behind some of the twentieth century’s most enduring product designs.
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“Less, but better.”
— Dieter Rams Primary source“I once said that my aim is to leave out everything superfluous in order to allow the essential to come through.”
— Dieter Rams Primary source“Colour was always used extremely sparingly [in Braun hi-fi appliances] and then only to provide information.”
— Dieter Rams Primary source“Good design is innovative. Good design must be useful. Good design is aesthetic design. Good design makes a product understandable. Good design is honest. Good design is unobtrusive. Good design is long-lasting. Good design is consistent in every detail. Good design is environmentally friendly. And last but not least, good design is as little design as possible.”
— Dieter Rams Primary source“Less, but better.”
— Dieter Rams Primary source“I want every product plan to try and go overboard on Internet features.”
— Bill Gates Primary source“The value of the goal lies in the goal itself; and therefore the goal cannot be attained unless it is pursued for its own sake.”
— Arnold J. Toynbee Primary source“Wealth is the product of man’s capacity to think.”
— Ayn Rand Primary source