As an industrial designer now studying interaction design for my next impulse, I finally decided to watch the film Rams (2018), a documentary directed by Gary Hustwit about Dieter Rams, one of the most influential industrial designers of the 20th century. It was an enlightening experience, and it made me think deeply about the philosophy behind good design and how it applies to the digital world I work in today. Dieter Rams is best known for his work at Braun and Vitsœ, where he designed some of the most iconic products of the 20th century, including radios, coffee machines and shelving systems. His creations were not only visually attractive, but also highly functional. What makes the documentary special is its focus on Ram’s design philosophy, rather than just his products. It explores his principles of ‚less but better‘ and how his work relates to wider ideas of sustainability and responsibility in design.
The Movie
One of the central themes of the documentary is Rams‘ famous „Ten Principles of Good Design“. These principles define what Rams believes makes a design truly great. They emphasise qualities such as innovation, usability, honesty and environmental friendliness. While all ten principles are equally important, a few stood out to me in relation to interaction design and the digital world:
- Good design is as little design as possible. In an era of flashy websites and feature-laden apps, this principle is more relevant than ever. Rams believed in stripping away the unnecessary and focusing on what really matters. As an interaction designer, this principle reminds me that simplicity is not about removing features, but about finding clarity. Every element in an interface should have a clear purpose, and anything that distracts from that should be reconsidered.
- Good design is unobtrusive. Ram’s products were designed to help the user without calling attention to themselves. His Braun products, for example, were minimalist and elegant, but never screamed for attention. In digital design, this idea can be translated into creating interfaces that are intuitive and easy to use without overwhelming the user. The best designs are often the ones that go unnoticed because they work so well.
- Good design is environmentally friendly. Although Rams worked in a time before digital technology, his concern for sustainability is something we need to think about even more urgently today. As designers of digital products, we need to consider the environmental impact of our work – from the energy consumed by servers to the materials used in hardware. Ram’s philosophy encourages us to think beyond the immediate needs of the user and consider the long-term impact of our designs on the planet.
Although Rams worked primarily in industrial design, his principles are incredibly relevant to the field of interaction design. For example, his focus on usability and clarity is very much in line with the concept of user-centred design. Watching the documentary made me think about how I could apply his principles to my own projects, especially as someone who works at the intersection of digital products and physical interfaces.
In the documentary, Rams talks about designing for people rather than trends. This approach seems particularly important in today’s world, where design often prioritises novelty over usability. For example, many apps and devices are packed with unnecessary features that make them harder to use rather than easier. Ram’s philosophy reminds us to put the user first and focus on creating designs that truly improve people’s lives.
Another key takeaway for me was Rams‘ commitment to designing with honesty. He believed that a product should not pretend to be something it is not. In interaction design, this could mean avoiding deceptive patterns like fake loading screens or manipulative notifications. Instead, we should aim to build trust with users by being transparent and respectful.
Conclusion
As someone who researched Calm Technologies for my Master’s thesis, I was particularly inspired by the idea of unobtrusiveness in Rams‘ work. Calm Technology is about creating systems and interfaces that exist in the background and only demand attention when needed. This concept fits perfectly with Rams‘ belief that good design is quiet and unobtrusive.
For example, Rams‘ designs often had a timeless quality. They didn’t rely on trends or gimmicks to stay relevant. In the same way, Calm Technology encourages us to move away from designs that constantly compete for attention. Instead, it asks us to create products that fit seamlessly into users‘ lives, enhancing their experience without overwhelming them.
Reflection
One of the most striking parts of the documentary was when Rams talked about his regrets about contributing to a world of over-consumption. He expressed concern that his designs, while successful, may have encouraged people to buy more than they needed. This reflection is a powerful reminder of the responsibility we have as designers. Whether we create physical products or digital interfaces, our work shapes how people interact with the world.
In my mind, Rams (2018) was not just a documentary about a designer, it was a call to action. It challenged me to think more critically about the impact of my designs and to aim for simplicity, honesty and sustainability in everything I create. As I continue my studies and work on my thesis, I hope to carry Rams‘ principles even more with me then before and use them as a guide to create meaningful and responsible designs.
I highly recommend watching Rams if you are a designer – or simply someone interested in the role design plays in our lives.