Dieter Rams is the product designer at the home appliance maker Braun. In this post I’ll leave you with the sentences that describe how Dieter Rams sees design. Apply these to every design discipline you can think of — from tech products to website design, posters to glassware. Down to the smallest design element.

• For me, the best design means as little design as possible.
• Simple is better than complicated.
• Small is better than large.
• Quiet is better than loud.
• Continuity is better than novelty for the sake of it.
• Modest is better than boastful.
• Light is better than heavy.
• Plain is better than colorful.
• Balanced is better than exuberant.
• Harmony is better than divergence.
• Frugality is better than extravagance.
• Neutral is better than aggressive.
• The obvious is better than what has to be searched for.
• Less is better than more.
• A system is better than a single element.

Finally, my own note: in design, simplicity and easy accessibility are always the best. Don’t forget this. Simplicity here means simplicity that’s pleasing to the eye.