Calm, collected, German.

Legendary industrial designer Dieter Rams, in his 40 years with Braun, established a clean design aesthetic which now serves as inspiration for many of today’s Apple products. These are his ten principles for good design:

• Good design is innovative.
• Good design makes a product useful.
• Good design is aesthetic.
• Good design makes a product understandable.
• Good design is unobtrusive.
• Good design is honest.
• Good design is long-lasting.
• Good design is thorough down to the last detail.
• Good design is environmentally friendly.
• Good design is as little design as possible.

- - - - -
(Image from the film Objectified)