Less and More: The Design Ethos

by Keiko Ueki-polet, Klaus Klemp (Editor)

In the more than 40 years that he spent working at Braun, Dieter Rams established himself as one of the most influential designers of the twentieth century. His elegantly clear visual language not only defined product design for decades, but also our fundamental understanding of what design is and what it can and
should do. Dieter Rams created ten rules of design more than twenty years ago. Sometimes referred to as the ten commandments, they are just as relevant today: Good design is innovative. Good design makes a product useful. Good design is aesthetic. Good design helps a product to be understood. Good design is unobtrusive. Good design is honest. Good design is durable. Good design is consistent to the last detail. Good design is environmentally friendly. Good design is as little design
as possible. Less and More elucidates the design philosophy of Dieter Rams. The book contains images of hundreds of Rams's products as well as his sketches and models from Braun stereo systems and electric shavers to the chairs and shelving systems that he created for Vitsoe and his own company sdr+. In addition to the rich visual presentation of his designs, the book contains new texts by international design experts that explain how the work was created,
describe its timeless quality, and put it into current context. In this way, the work of Dieter Rams is given a contemporary reevaluation that is especially useful in light of the rediscovery of functionalism and rationalism in today s design. Less and More shows us the possibilities that design opens for both the manufacturer and the consumer as a means of making our lives better through attractive, functional solutions that also save resources.

Genres: Design, Nonfiction

807 pages, Hardcover

First published January 1, 1994

Reviews

[Mikal · Rating 4 out of 5]

Very difficult read. But worth it.
The money quote appears on twenty three- and telling of the value the various authors have added by summarizing Rams' design ethos, it's not Rams' own words that present so clearly the value of 'less but more':
On page 23
Simplicity: the term is used so often these days that it requires elaboration. The 'simple' used in this exhibition does not refer only to shape, but to relations. To put it differently, it does not refer to the 'simple' box in which the product's function is housed. It refers to the simplicity of the relationship achieved between the product's function and form. It is the simplicity resulting from the essential relationship between the given function and the form resulting from that which is both essential and reduced to the minimal. Thus it is opposed to the idea of making simplicity the final goal, or of making a simple shape unrelated to the original function of the product, or of 'simplicity for simplicity's sake' - as is the function these days. A simple product for the sake of simplicity will give rise to a product diametrically opposed to that objective. In other words the simplicity becomes a form of 'decoration'.
If this statement bores rather than inspires you this book is not for you.
Written as if the writings acompany a Rams' art installation (as the writings almost certainly did). You'll find a bit of design philosophy (problems in aesthetics), history of Rams' design philosophy, as well as Rams' philosophy defined in the context of history.
What you will not find is a biographical review of Rams.
This is a potent book- mostly pictures; but the writing is quite impactful.
Only problem is- I ended up highlighting an otherwise beautiful book.

[Michael · Rating 3 out of 5]

This is not for the casual person curious about design. Still, there's no denying it's an incredible collection of this iconic designer's work over many decades. The product photography is great, but the accompanying text is really only so-so, probably because it was translated from the German which is also presented throughout.

[Brennan · Rating 5 out of 5]

As an industrial design student I found it really inspiring and insightful. It's definitely a heavier read, and you'll probably have to go through it a couple of times to really understand where the various essayists are coming from, but in the end it's a solid look at some overarching topics in design philosophy.

[Moira G]

best design advice ever...for any medium.