by Mark Wilson
Every designer alive has heard of Dieter Rams’s 10 Principles of Design–the legendary designer’s quick-reference rules for making products, developed in his early days at Braun. But never has the list been presented with such a strong visual thesis as it is in the documentary Rams, by Gary Hustwit. The documentary was released in select theaters in 2018 (read my story on it here) but Hustwit recently shared this intriguing new clip online. It’s a fascinating, four-minute thesis about how Rams articulated his design philosophy through consumer products.
In the documentary, the 10 Principles of Design sequence feels quite different than what comes before or after. While Hustwit films Rams himself with a locked-down tripod, creating crisp, impeccably balanced frames, the list breaks out of this stoicism, embracing multi-panel animations and a bit of whimsy.
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