Is honest - It does not make a product appear more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept. - Dieter Rams The god of design ;
Design ideology of Dieter Rams. to his colleagues at Braun "Our electrical appliance should be humble servants, to be seen or heard as little as possible. reference: Dieter Rams: As Little as possible by Sophie Lovell
Dieter Rams: Photograph by Abisag Tüllmann. Dieter Rams is a hugely influential industrial designer. His "Ten Principles of Good Design" remain as relevant as ever and he is a huge proponent of sustainable, ethical design. A true legend.