Less, but better captures Rams’s belief that good design strips away everything unnecessary to focus on what truly matters. It’s not about doing less work—it’s about being more intentional, removing clutter and ornamentation to reveal the essential.
Context of the Quote
This phrase comes from the tenth and final principle in Rams’s design philosophy: “Good design is as little design as possible.” Developed during his decades at Braun, it emerged from his frustration with overcomplicated, wasteful products flooding the market. Rams saw designers adding unnecessary features and decoration, burdening products with elements that served no real purpose. His answer was radical simplicity—purity over excess.
Application of the Quote
You don’t need to be a designer to use this principle. In your career, ask: what’s essential to this project? What can I eliminate without losing value? Focus your energy on fewer things done exceptionally well rather than spreading yourself thin.
In life, apply it to how you spend time, organize your space, or make decisions. Cut what doesn’t serve you. The discipline of “less, but better” means saying no to good things so you can say yes to great ones. Simplicity isn’t laziness—it’s clarity.
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.
More about “Less but better” →
“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“There is no little enemy.”
— Benjamin Franklin Primary source“Everything should be as simple as possible, but not simpler.”
— Albert Einstein Disputed“Creditors have better memories than debtors.”
— Benjamin Franklin Primary source“He who thinks little, errs much.”
— Leonardo da Vinci Primary source