The core intellectual property of the book—and Rams' legacy—is the articulation of his Ten Principles. These are the ethical and functional yardsticks by which all design should be measured according to Rams.

“Indifference towards people and the reality in which they live is the only sin in design.” — Dieter Rams

It avoids being fashionable and therefore never appears antiquated.

It outlives trends. Less seasonal churn, more timelessness.

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