Who is Dieter Rams?
Before we dive into Dieter Rams design philosophy, let’s rewind a bit. Dieter Rams, born in Wiesbaden, Germany, initially studied architecture. But carpentry and hands-on work deeply influenced his appreciation for simplicity and clarity. After graduating in 1953, Rams joined Braun in 1955 and became head of design in 1961, a position he held for over three decades.
His mantra?
“Less, but better.”
This wasn’t just a catchy slogan. It was the heartbeat of everything he created, from audio systems to shavers.
Dieter Rams Braun Products: Clean, Useful, and Minimal
Dieter Rams built his design legacy at Braun, a German consumer electronics company known for pushing quiet innovation. During his time there, Rams didn’t just design devices; he created everyday tools that people actually wanted to use. No frills. No distractions. Just solid, honest design.
Here’s a closer look at some of the most iconic Dieter Rams Braun products, and how they are still relevant today:
Braun SK4 Radio + Phono (1956)
Also known as “Snow White’s Coffin”, the Braun SK4 was a groundbreaking design of Dieter Rams in more ways than one. It had a transparent acrylic lid, which was unheard of at the time. Most record players were bulky and covered; this one invited you in.
The clear top lets users see the record spinning, creating a more intimate connection.
Rams and his colleague Hans Gugelot designed it with minimal controls, letting form follow function.
It was a perfect example of how design could be both inviting and logical, setting the stage for countless modern audio devices.
Braun T3 Pocket Radio (1958)
If this little radio reminds you of an iPod, you’re not imagining things. Apple’s design language owes a lot to the Braun T3.
Its square shape, circular speaker grill, and tiny tuning knob kept everything focused and simple.
Unlike most radios of its time, it didn't have chrome or big flashy logos.
It showed that portability didn’t need to sacrifice clarity or usability.
Rams nailed it here: the T3 proved that less could truly be better.
Braun TP1 (1959)
The TP1 was part record player, part radio. And all clarity.
With its sleek rectangular design and minimal layout, you didn’t need a manual.
Everything was designed to be intuitive: put the record on, slide the arm, press play.
Even the radio tuner was reduced to a clean, readable dial—no clutter, no confusion.
This device summed up Dieter Rams' idea that design should make things obvious. It was meant to be used, not just admired.
Braun ET66 Calculator (1987)
Even decades after its release, the ET66 calculator still feels modern. And there’s a reason for that.
Its soft, round buttons were spaced for both comfort and speed.
The screen was easy to read. No fluff. No weird angles.
Apple’s iOS calculator design? You’re looking at a direct descendant of this little device.
This is Rams at his finest, designing for people, not for attention.
Dieter Rams' 10 Principles of Good Design – Refined for Everyday Use
Dieter Rams created these 10 principles not just as rules for product design, but as a way of thinking. Whether you're designing a website, product, space, or experience, these timeless ideas keep things focused, honest, and human-centred.
Here’s a refined version of his principles, clear, practical, and easier to apply in your day-to-day projects:
1. Good design is innovative
Innovation isn’t about inventing something wild, it’s about finding smarter ways to solve real problems.
As technology evolves, design should evolve with it. But innovation should always support function, not become the goal itself.
At Line and Dot Studio, we help brands reimagine everyday user experiences by applying human-first, tech-smart solutions.
2. Good Design Makes a Product Useful
Design is meant to help. Every detail should serve a purpose.
Whether physical or digital, a product must work well and feel good to use. Psychological and visual comfort matter just as much as function.
Prioritise user journey mapping in your design brief when working with a client.
3. Good design is aesthetic
4. Good design makes a product understandable
Clarity is key. Good design speaks for itself, you shouldn’t need a manual to figure things out.
It should guide the user naturally and make the experience feel intuitive.
We believe great design disappears into its function.
Want help making yours feel natural?
5. Good design is unobtrusive
Design should never fight for attention. It should support the user, not overshadow them.
Like a good tool, it should blend in, quietly doing its job.
6. Good design is honest
It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.
7. Good design is long-lasting
Trends fade. Good design stays relevant.
It doesn’t follow fashion, it focuses on clarity and function that hold up over time.
8. Good design is thorough down to the last detail
Nothing should feel random or rushed. Every corner, word, button, or interaction should feel intentional.
Care in the details shows respect for the user.
9. Good design is environmentally friendly
Great design minimises waste of materials, energy, and even screen space.
It considers the full product lifecycle and avoids anything that clutters the world physically or visually.
10. Good design is as little design as possible
Less, but better. That’s Dieter Rams’ most famous line for a reason.
Cut the noise. Strip away the fluff. Keep only what’s needed.
Dieter Rams Book: “Less and More” – A Closer Look at His Design Mindset
If you're looking to fully understand the world of Dieter Rams design, there's one resource that captures it all in both words and visuals:
“Less and More: The Design Ethos of Dieter Rams.”
This isn’t just a design book; it’s a deep dive into the thinking, philosophy, and products that defined modern minimalism. It's loaded with:
High-quality photographs of famous Dieter Rams Braun products
In-depth essays discussing the 10 principles of design by Dieter Rams
Insightful interviews with Rams and the people he influenced (hello, Apple!)
Visual timelines and layouts that show how his work evolved over the decades.
Whether you're a seasoned designer or just getting started, this book gives you a full view into how “less, but better” came to be one of the most influential design mantras ever.