proposed by Dieter Rams, a German industrial designer, best known for his work at Braun, the consumer electronics company, and for his philosophy of “less, but better” in design.

Goo design is…

1. Innovative — Design should explore new technologies and possibilities.
2. Useful — Products must fulfill a purpose and be functional.
3. Aesthetic — Good design is visually pleasing and appealing.
4. Understandable — Products should clearly communicate their function.
5. Unobtrusive — Design should be neutral and subtle, letting users focus on the product’s purpose.
6. Honest — Products shouldn’t try to appear more innovative or valuable than they are.
7. Long-lasting — Avoid trendy design; aim for durability in both function and style.
8. Thorough down to the last detail — Every element should be carefully considered.
9. Environmentally friendly — Minimize waste and consider sustainability.
10. ⭐️ As little design as possible — Removing anything unnecessary. Back to purity, back to simplicity.