Introduction

Good design is more than aesthetics—it’s about usability, function, and longevity. The legendary Dieter Rams defined what makes design “good” through his Ten Principles of Good Design, influencing generations of designers, including Jony Ive of Apple. But good design doesn’t stay static, it evolves with technology, user behavior, and cultural shifts.

This article explores how Rams’ principles remain relevant today and how modern design adapts to the digital era, illustrated with examples from leading brands.

The Timeless Principles of Good Design

Dieter Rams’ “Less, but Better” philosophy emphasises simplicity, usability, and sustainability.

His Ten Principles for Good Design still guide today’s design decisions:

• Innovative – Moves beyond trends to create something new.
• Useful – Functionality drives form.
• Aesthetic – Design and beauty should enhance the user experience.
• Understandable – Users should intuitively grasp how something works.
• Unobtrusive – Design should serve a function, not overpower it.
• Honest – No false promises or unnecessary embellishments.
• Long-lasting – Designs should withstand passing trends.
• Thorough – Every detail should serve a purpose.
• Environmentally Friendly – Minimize waste and impact.
• Minimal – Focus only on what truly matters.

These principles are timeless, but modern design challenges push them further.

From Physical to Digital Interfaces

Rams’ world revolved around physical objects—radios, calculators, and furniture. Today, digital products dominate.

Example Websites:

• Airbnb – A masterclass in intuitive UX. Clean layouts, clear CTA buttons, and seamless navigation align with Rams' focus on usability

• Google – Every Google service follows simplicity and function-first design, from Google Search to Google Drive.

Key Takeaways:

• Good UI/UX design removes friction and makes digital products easy to use.
• Simplicity and clarity ensure users intuitively understand interactions.

Branding: Storytelling Meets Simplicity

Minimalism isn't just about visuals—it’s about how brands tell their story. The best brands blend simplicity with emotional storytelling.

Example Websites:

• Apple – Masters in brand storytelling. Every product page focuses on clean typography, immersive visuals, and clear messaging.

• Uniqlo – Their LifeWear philosophy blends minimal design with storytelling, making clothing feel like an experience rather than just a product.

Key Takeaways:

• Branding today isn’t just about logos—it’s about how brands make users feel.
• Simple yet powerful storytelling creates strong emotional connections.

Sustainable & Ethical Design: More Than an Option

Rams championed environmentally responsible design before it was trendy. Today, brands must integrate sustainability at every level of design.

Example Websites:

• Tesla – Its website follows a minimalist approach while emphasizing sustainability and innovation.

• Patagonia – Their entire brand identity is built around eco-conscious storytelling, from their website to packaging.

Key Takeaways:

• Eco-conscious design extends beyond materials—it’s about messaging, digital optimization, and responsible branding.
• Sustainable design is now a business imperative, not just a trend.

Interaction & Motion: The New Frontier of Minimalism

Minimalism today is not about static visuals—it’s about interaction. Motion and responsiveness enhance engagement without cluttering the experience.

Example Websites:

• Stripe – Uses subtle animations to guide users, making complex financial tools approachable.

• Notion – Blends intuitive UI with motion elements, making workflows feel smooth and effortless.

Key Takeaways:

• Good motion design enhances usability without feeling excessive.
• Micro-interactions guide user behavior, making navigation feel seamless.

Conclusion: The Future of Good Design

Rams’ “Less, but Better” is not just a philosophy—it’s a timeless approach that adapts to new realities. Good design today is about balance:

• Minimal yet engaging
• Simple yet human
• Timeless yet adaptive

In an age of overwhelming digital content, the best designs are those that remove noise and focus on what truly matters.

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