10 principles of good design,Dieter Rams a German designer once wrote that the aesthetic quality of a product is an integral aspect of its usefulness, for the appliances that we use daily have an impact on our personal environment and influence our sense of well-being. But a thing can only be beautiful if it is also well made. Of course, there are general criteria of beauty such as harmony, contrast or proportions, but individual aesthetic sensibilities can vary a lot and can also depend upon knowledge, education and awareness.
This is why he has always tended to steer well clear from this discussion about beauty and argued instead for a design that is as reduced, clear and user-oriented as possible, and simply more bearable for a longer period of time. But “simple” is especially hard to achieve; even Leonardo da Vinci knew that.
“Simple is especially hard to achieve; even Leonardo da Vinci knew that.”