This is a direct attack on marketing hype. The PDF demands that a product should not promise benefits it cannot deliver. No fake wood grain on plastic.
For decades, this applied to physical objects: the Braun T3 radio, the SK4 record player, the 606 Universal Shelving System. Today, however, the primary vector for Rams’ philosophy is not a physical product, but a PDF. Design students, minimalists, and product managers download “Dieter Rams - 10 Principles PDF” from Dropbox, Academia.edu, or Vitsoe’s website. The medium, however, betrays the message. less but better dieter rams pdf
It does not make a product appear more innovative, powerful, or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept. This is a direct attack on marketing hype
In the late 1970s, concerned by the "impenetrable confusion of forms" in the world, Rams codified his design values into ten essential principles: For decades, this applied to physical objects: the