Design first

Most people often confuse design with styling. Design is not a style, it is not the shell of things, or at least not only, design is a method that brings together form and content, that combines technology, cognitive science, human need and beauty. But above all, as Dieter Rams writes, “Design begins here, with concern for society, for its evolution, its behaviour with the aim of improving conditions with tools that are as simple as possible.”
For these reasons and for the company’s recent history, the most suitable synthesis could only be “Design first”. We have therefore decided that this will be the claim that accompanies all our communication, so as to continuously reiterate this commitment of the company in the present and in the future. On this basis we will continue to research and develop new products that are beautiful, useful and environmentally friendly, using materials that are as recyclable and certified as possible.

One of the sources of inspiration that has guided the company in recent years towards a design-oriented approach has been the work and thinking of Dieter Rams.

Considered to be the most influential industrial designer of the 20th century, Dieter Rams (1932) is famous for his long association with Braun that began in the 1950s. In the early seventies he introduced the concept of sustainable development into design, concerned about the growing drive for frantic consumption of products characterised by short-term planned obsolescence. In 1980 he expressed his thoughts in the “Ten Principles for Good Design”. Today, his intelligent and versatile approach to design is at the root of many current standards and has influenced many young designers.

↓ The 10 Principles for Good Design

1 | Good design is innovative

The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.



2 | Good design makes a product useful

A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasises the usefulness of a product.



3 | Good design is aesthetic

The aesthetic quality of a product is integral to its usefulness because products we use every day affect our person and our well-being. But only well-executed objects can be beautiful.



4 | Good design makes a product understandable

Good design can make the product talk. At best, it is self-explanatory, saving the end user time and effort.



5 | Good design is unobtrusive

When using design to highlight a concept, you must always leave space for the viewer. Design should help people understand what you are talking about without forcing them to make an effort to understand. Design should be a ‘facilitator’, not a disruptive element in communication.



6 | Good design is honest

An honestly designed object does not promise qualities or characteristics that it does not possess. It must not influence or manipulate buyers and users.



7 | Good design is long-lasting

Aesthetics are subject to ageing, it’s true. Fashions pass and people’s tastes evolve. But good design should last as long as possible and age very slowly. The aesthetics of a product or service should not be tied to fashions but should always remain fresh, timeless.



8 | Good design is thorough down to the last detail

Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the user.



9 | Good design is environmentally-friendly

Design makes an important contribution to the preservation of the environment. It conserves resources and minimises physical and visual pollution throughout the lifecycle of the product.



10 | Good design is as little design as possible

Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.

— design first