“Good design is as little design as possible. Less but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.” Born in 1932 in Wiesbaden, Hessen, Dieter Rams is a German industrial designer and retired academic that is closely associated with the functionalist school of industrial design. Back in the late 1970s, Dieter Rams was becoming increasingly concerned by the state of the world around him: “An impenetrable confusion of forms, colours and noises.” He asked himself an important question: is my design good design? Searching for an answer, the designer came up with his ten iconic principles of good design, including the ones that good design is long-lasting, environmentally friendly, and it's as little design as possible.