As chief designer at Braun, the German consumer electronics manufacturer, Dieter Rams (1932-) emerged as one of the most influential industrial designers of the late 20th century by defining an elegant, legible, yet rigorous visual language for its products. When he arrived at Braun, Rams applied his architectural skills to the design of exhibition sets and offices, but became increasingly interested in products. From 1956 onwards Rams started developing products from beginning to end. Not only was Rams determined to ensure that Braun’s products were easy to use, he wanted people to enjoy using them. 

Back in the late 1970s, Dieter Rams was becoming increasingly concerned by the state of the world around him: “An impenetrable confusion of forms, colours and noises.” Aware that he was a significant contributor to that world, he asked himself an important question: is my design good design? His answer is expressed in his ten principles for good design. 

The 10 principles of good design by Rams are well known. For the posters I designed I wanted instead to bring attention to a list of statements on better design he did and that was used by Vitsoe [poster in white]. The other poster shares 10 thoughts on gestaltung by Dieter Rams. Rams likes the German word gestaltung better than the english word design as it is less inflated and badly used than design. These thoughts obviously fit into his 10 principles, but give some different insights, that he formed during his work as a designer for Braun and Vitsoe. The poster has a graphite colour. He used this colour for several Braun products.