Question everything generally thought to be obvious.

Dieter Rams. Figure importante dans la renaissance du design fonctionnaliste allemand pendant les années 1950 et 1960. Il a travaillé une trentaine d'années à la tête du département design chez Braun. 19 produits dans la collection de MOMA à New York. Grand inspiration pour Jonahtan Ive, le responsable du design chez Apple. Maintenant, ses designs sont exposés à Londres (18 November – 07 March 2010, Design Museum).

Dieter Rams' Ten Principles of good design:

Good design is innovative.
Good design makes a product useful.
Good design is aesthetic.
Good design makes a product understandable.
Good design is unobtrusive.
Good design is honest.
Good design is long-lasting.
Good design is thorough down to the last detail.
Good design is environmentally friendly.
Good design is as little design as possible.