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JournalNotes & Thoughts

The Ten Commandments of Good Design

Matt Hamm

Dieter Rams illustration


Back in the early 1980s, Dieter Rams was becoming increasingly concerned by the state of the world around him – “an impenetrable confusion of forms, colors and noises.” Aware that he was a significant contributor to that world, he asked himself an important question: is my design good design?

As good design cannot be measured in a finite way he set about expressing the ten most important principles for what he considered was good design.

Here they are.



1. Good design is innovative

The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.



2. Good design makes a product useful

A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.



3. Good design is aesthetic

The aesthetic quality of a product is integral to its usefulness because products we use every day affect our person and our well-being. But only well-executed objects can be beautiful.



4. Good design makes a product understandable

It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.



5. Good design is unobtrusive

Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.



6. Good design is honest

It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.



7. Good design is long-lasting

It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.



8. Good design is thorough down to the last detail

Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the user.



9. Good design is environmentally-friendly

Design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product.



10. Good design is as little design as possible

Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials.

Back to purity, back to simplicity.


These Ten Commandments of good design are kindly made available to share on:

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New Bowel Cancer Research website goes live

Pete Orme

We were delighted when Bowel Cancer Research (BCR) got in touch and asked us for help with redesigning their website as we’ve always wanted to work on a project in the charity sector. The old site was very hectic, hard to read and very hard for them to manage. It was also very old and built purely for desktop viewing. We’ve spent the last couple of months working closely with then to implement a simple visual and responsive refresh and we’re delighted to announce that their new site went live yesterday!

We’ll say a little more when we add the project to our portfolio but for now we’re delighted to simply share the new site with you.

The new homepage looks a little something like this:

Bowel & Cancer Research | Providing Facts and Funding To Help End Bowel Cancer


We’re really happy with how we’ve moved it forward from their old homepage and the rest of the old site in general:

Bowel & Cancer Research | Providing Facts and Funding To Help End Bowel Cancer 2


Check out the full site for more design goodness and please let us know if you encounter any problems!

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