看了一个片长为75分钟的《工业设计记录片: Objectified 2009》，感触颇深。从开始看到第一个显示出商标的品牌便是 Braun德国布朗，当时正在说话的便是工业设计大师Dieter Rams。第二个品牌是Apple，发言人是设计了iMac, iPod和iPhone的Jonathan Ive。
Jonathan Ive的设计理念深受Dieter Rams影响，他在Apple的一些设计很大程度上是参考和继承了Braun 6-70年代的设计，Gizmodo上有片被digg了3165次对比二者的文章《1960s Braun Products Hold the Secrets to Apple’s Future》。
作为一代设计大师，Dieter Rams有十条关于优秀设计的准则，Good Design，以下内容和图片为转载：
1. 好设计是创新的 Good Design is innovative
创新恒久远，山
寨不流传
It does not copy existing product forms, nor does it
produce any kind of novelty for the sake of it. The essence of
innovation must be clearly seen in all functions of a product. The
possibilities in this respect are by no means exhausted. Technological
development keeps offering new chances for innovative solutions.
2. 好设计让产品有用 Good Design makes a product useful
非
可用勿扰
A product is bought in order to be used. It must serve a
defined purpose – in both primary and additional functions. The most
important task of design is to optimise the utility of a product.
3. 好设计有美感 Good Design is aesthetic
美感很重要，懂得
审美也很重要
The aesthetic quality of a product – and the fascination
it inspires – is an integral part of the its utility. Without doubt, it
is uncomfortable and tiring to have to put up with products that are
confusing, that get on your nerves, that you are unable to relate to.
However, it has always been a hard task to argue about aesthetic
quality, for two reasons.
Firstly, it is difficult to talk about
anything visual, since words have a different meaning for different
people.
Secondly, aesthetic quality deals with details, subtle
shades, harmony and the equilibrium of a whole variety of visual
elements. A good eye is required, schooled by years and years of
experience, in order to be able to draw the right conclusion.
4. 好设计有助于产品的传达 Good Design helps a product be understood
让产品会说话
It clarifies the structure of the product.
Better still, it can make the product talk. At best, it is
self-explanatory and saves you the long, tedious perusal of the
operating manual.
5. 好设计无障 Good Design is unobtrusive
留点空间给用户
Products that satisfy this criterion are tools. They are
neither decorative objects nor works of art. Their design should
therefore be both neutral and restrained leaving room for the user’s
self-expression.
6. 好设计是诚实的 Good Design is honest
吹嘘，越吹越虚
An honestly-designed product must not claim features it does not
have – being more innovative, more efficient, of higher value. It must
not influence or manipulate buyers and users. 
7. 好设计是持久的 Good Design is durable
美感很重要，懂得审
美也很重要
It is nothing trendy that might be out-of-date tomorrow.
This is one of the major differences between well-designed products and
trivial objects for a waste-producing society. Waste must no longer be
tolerated. 
8. 好设计追求细节 Good Design is thorough to the last detail
成
也细节，败也细节
Thoroughness and accuracy of design are synonymous with
the product and its functions, as seen through the eyes of the user.
9. 好设计关注环境 Good Design is concerned with environment
拒
绝垃圾，实体或像素的
Design must contribute towards a stable environment
and a sensible use of raw materials. This means considering not only
actual pollution, but also the visual pollution and destruction of our
environment.
10. 好设计是极简的 Good Design is as little design as possible
无，
极
Back to purity, back to simplicity.
