Following in his father’s footsteps as a carpenter, Rams originally took a deep interest in the craft of the trade. In carpentry, simplicity and minimalism are key. It was perhaps by spending time honing his skills with wood that he came up with the phrase “Less, but better.”

“Less, but better” holds so much resonance in both product and fashion design today, and also in the way we live our lives. In his maxim, designs, principles, and 1001 other ways, Dieter Rams was ahead of his time, our time, and any time.

Initially made for the staff of Braun to follow in everything they put out into the world, the principles outlived their purpose, becoming holy scripture for any established or aspiring designer.

Good design is innovative.

Good design makes a product useful.

Good design is aesthetic.

Good design makes a product easy to understand.

Good design is unobtrusive.

Good design is honest.

Good design is durable.

Good design is thorough, down to the last detail.

Good design is environmentally friendly.

Good design is as little design as possible.

Good design doesn’t come out of the blue; it takes many stages of contemplation and consideration. From how the product will be used, the world around it, and the problems it will solve. Good design is brought to life through thoughtful use of materials, craftsmanship that considers everyday use, and thinking how the final product will elevate the day-to-day lives of the consumer.

With Braun and Rams’ principles in mind, we brought together three leading figures to talk about these subjects and more in a roundtable discussion on what makes good design.

Joining Highsnobiety’s Brand Director Hendrik Jürgens and Creative Director & Head of Buying Commerce Herbert Hofmann at the roundtable are...

Trendsetting designer Fahrani Pawaka Empel, who founded Berlin-based eyewear brand Pawaka.

“I find inspiration throughout my surroundings, basically. There's nature, objects, also conversations. So it's always from a dialogue and then an idea.”

Designer Eike König, founder and creative director of creative studio Hort.

“The trigger for design is always a problem; you don't need to design anything if there's no problem.”

Braun’s Head of Design Oliver Grabes — the mind behind Braun’s latest breakthrough product, the Series 9 Shaver.

“I think one of the tasks of designers today is to make complexity simpler.”

Look around you right now, does your home feature good design? How did that toothbrush feel in your hand? Did the sound of the coffee pot brewing permeate the air with sound and scents this morning? Does the device you're reading this on scroll with the ease of a hot knife through butter? Every answer to every question has already been thought of, deliberated, and sketched out by a designer. If your feelings are positive towards the products you own, they are probably influenced by Braun, Rams, and the 10 Principles of Design.

In a madcap year, we could all do with a little bit more minimalism, thoughtfulness, and complex simplicity to start our days with. For a zen-like shave full of good design and craftsmanship, check out Braun's Series 9 Shaver here.