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What is Good Design?

What separates well-designed products from ordinary ones? Eye-catching aesthetics? Good quality? Clever concepts? Dieter Rams, legendary industrial designer, whose "less but better" approach inspired a generation of products, is famed for writing the Ten Principles of Good design. 
Makes a product useful (not only functional but enjoyable to use)
Is aesthetic (well-executed & beautiful) 
Makes a product understandable (clarifies product’s structure & use)  
Is unobtrusive (both neutral and restrained, leaving room for the user’s self-expression)
Is honest (what you see is what you get)
Is long-lasting (avoids being fashionable. good quality)
Is thorough down to the last detail (displays care and accuracy)
Is environmentally friendly (minimises physical and visual pollution throughout its lifecycle)
Involves as little design as possible


These iconic principles are universal across all design functions, and have influenced many designers and creators around the world. They are also the foundation principles for choosing products to sit under the Gold Leaf.


Pictured: New Zealander Burt Munro whose design enabled him to set an under-1,000 cc world record, at Bonneville, 26 August 1967