Apr 27, 2024
If you have ever had any interest in user experience design, you must have come across Nielsen and Molich’s 10 rules of thumb, the Eight Golden Rules by Ben Shneiderman, and the five elements of UX design by Jesse James Garrett. These are some design principles that provide structure and direction to the process of making design decisions. Among these influential guidelines, Dieter Rams' 10 Principles for Good Design stand out for their enduring relevance and have greatly influenced modern design.
Dieter Rams is a German industrial designer who has played a key role in shaping the aesthetic and functionality of Braun's consumer products for many years. Roughly half a century ago, driven by the desire to determine whether his designs were indeed good, Rams formulated the 10 principles of good design, which are often referred to as the 10 commandments.
Apple, one of the most creative companies in the world, is the one which Dieter Rams’ principles and work at Braun have heavily influenced. Some critics argue that Apple's designs are derivative of Rams'. However, Rams views this similarity as a form of flattery, appreciating that Apple embraces the same fundamental design principles he advocates. Infact, Rams has been equally fond of Apple's work and regards them as one of the "few companies that take design seriously".
Here, we explore how Apple as a company and not just their products embodies Rams' 10 Principles of Good Design.
1. Good Design Is Innovative
iPhone
The iPhone revolutionized the smartphone industry with its introduction of the touchscreen interface, which eliminated the physical keyboard and allowed for a more flexible user interface. Apple's continuous innovation, from the introduction of Siri to Face ID, keeps its design fresh and technologically advanced.
2. Good Design Makes a Product Useful
Watch
The Apple Watch goes beyond telling time; it integrates health monitoring, fitness tracking, and easy communication. Its utility is enhanced by features like the ECG app and fall detection, making it a valuable tool for health and daily convenience.
3. Good Design Is Aesthetic
Macbook
The MacBook's sleek, minimalist design is visually appealing and recognizable. Its unibody enclosure and clean lines not only look good but also enhance the product's functionality by being lightweight and durable.
4. Good Design Makes a Product Understandable
iOS
If you have shifted to using the Apple product of Macbook and iPhone from your regular windows and iphone you would have realized how easy and less frustrating your life has become when dealing with technology. Over time, the simplicity and directness of iOS help users appreciate how straightforward it can be to interact with powerful technology. This understanding grows as users experience the coherent and streamlined design across Apple’s ecosystem, making technology more approachable and enjoyable.
5. Good Design Is Unobtrusive
Airpods
AirPods are designed to be as unobtrusive as possible. Small and wireless, they provide a seamless audio experience without the clutter of cables and obtrusive experience of connecting every time, fitting naturally into the user’s lifestyle.
6. Good Design Is Honest
Data Privacy
Apple markets privacy as a core feature of its products, not as an afterthought. Features like app tracking transparency, which allows users to opt-out of data tracking by apps, and the on-device processing for functions like Face ID and Siri, are highlighted as key product benefits. By prioritizing privacy in the design and functionality of their products, Apple communicates an honest intention to safeguard user data.
7. Good Design Is Long-lasting
iPhone
iPhones are renowned for their longevity, both in terms of hardware and software support. Apple’s approach to design prioritizes materials and build quality that withstand time, aligning with Rams' principle that good design endures.
8. Good Design Is Thorough Down to the Last Detail
iOS
From haptic feedback features such as feeling slight clicks when setting an alarm or using a picker or just the cursor scaling when you move it fast to the continuity features allow users to start a task on one device and pick it up on another without losing a step speaks loudly about how Apple cares about the last details
9. Good Design Is Environmentally Friendly
Robot Daisy
Apple demonstrates its commitment to environmental sustainability with Daisy, a robot designed to disassemble iPhones for recycling and its commitment of using recycled material in making new iphones.
10. Good Design Is as Little Design as Possible
iOS
The iOS interface embodies minimalism, focusing on essential features to enhance usability and avoid overloading the user with unnecessary information. It uses clean icons, a consistent font, and a simple color palette to prioritize functionality and efficiency.
