design

Less but better

Braun pocket calculator ET66

For my birthday: Replica of the iconic Braun pocket calculator ET66 (1977)

In the 1980s Dieter Rams, one of Germany’s most important and the world’s best known industrial designers, formulated his design philosophy; The 10 principles for good design:

  1. Good design is innovative
  2. Good design makes a product useful
  3. Good design is aesthetic
  4. Good design makes a product understandable
  5. Good design is not conspicuous or attracting attention
  6. Good design is honest
  7. Good design is long-lasting
  8. Good design is thorough, down to the last detail
  9. Good design is environmental-friendly
  10. Good design is as little design as possible

It’s no accident that this Braun calculator looks surprisingly similar to some features in the iPhone as Steve Jobs and his lead designer Jonathan Ive used to admire the products and design philosophy of Dieter Rams.

My Braun replica—a limited edition in white—comes from the Design Museum In London.