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One of the most significant design principles is to omit the unimportant in order to emphasize the important.

Dieter Rams

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Dieter Rams
Age: 92
Born: 1932
Born: May 20
Architect
Designer
Industrial Designer
University Teacher
Unimportant
Significant
Design
Principles
Order
Important
Omit
Emphasize

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People react positively when things are clear and understandable.
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An honest design communicates solely the functions and values it offers. It does not attempt to manipulate buyers and users with promises it cannot keep.
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Design is a thinking process that starts in the head and with sketches. Thinking cannot be done by a computer.
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Good design is honest.
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Good design emphasises the usefulness of a product whilst disregarding anything that could possibly detract from it.
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I hate everything that is driven by fashion.
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The design should make the product speak to you.
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Good design is long-lasting! It avoids being fashionable and therefore never appears antiquated.
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Good design is thorough, down to the last detail.
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Design should not dominate things, should not dominate people. It should help people. That's its role.
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As designers we have a great responsibility. I believe designers should eliminate the unnecessary. That means eliminating everything that is modish because this kind of thing is only short-lived.
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I am not an early bird. I go to bed normally between midnight and 1 oclock, so it is understandable that I cannot be an early bird. I wake up around 9 oclock.
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Good design makes a product understandable.
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My goal is to omit everything superfluous so that the essential is shown to best possible advantage.
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You cannot understand good design if you do not understand people design is made for people.
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Good design is as little design as possible. Less, but better - because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.
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I don't like computers. I still like to do my drawings by hand.
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As designers we have a great responsibility.
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My heart belongs to the details. I actually always found them to be more important than the big picture. Nothing works without details. They are everything, the baseline of quality.
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Good design is making something intelligible and memorable. Great design is making something memorable and Meaningful.
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