Back to basics

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Due pregi che ciascuno dovrebbe aspirare ad avere, nella professione e nella vita: la chiarezza e la sintesi.

Dieter Rams (quì sopra in una rilassata conversazione con Deyan Sudjic) dal suo autorevole punto di vista provò qualche tempo fa a stabilire quali siano i principi del “buon design”. Ne fece un asciutto decalogo, che amiamo spesso rileggere – assieme ai freschissimi testi di Bruno Munari – per la sua decisa azione disintossicante.

Dieter Rams: ten principles for good design

1) Good design is innovative – The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.

2) Good design makes a product useful – A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasises the usefulness of a product whilst disregarding anything that could possibly detract from it.

3) Good design is aesthetic – The aesthetic quality of a product is integral to its usefulness because products we use every day affect our person and our well-being. But only well-executed objects can be beautiful.

4) Good design makes a product understandable – It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.

5) Good design is unobtrusive – Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.

6) Good design is honest – It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.

7) Good design is longlasting – It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.

8) Good design is thorough, down to the last detail – Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.

9) Good design is environmentally friendly – Design makes an important contribution to the preservation of the environment. It conserves resources and minimises physical and visual pollution throughout the lifecycle of the product.

10) Good design is a 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.

Certo, i punti presentano alcuni limiti filosofici, anzitutto nella netta corrispondenza “bello = funzionale” (vedi punto 3) che caratterizzava gli anni del successo internazionale di Dieter Rams (anche se c’è da dire che molto spesso questa equazione si rivela dannatamente esatta). Inoltre è chiaro che la maggioranza dei progetti nasce da altro che regole precostituite: particolari contingenze a contorno, l’inconscio, un drink col cliente/consumatore, il tutto sottoposto al (o mixato col) bagaglio culturale del designer.

Ma, nonostante tutto, questi principi possono considerarsi validi ancora oggi. Almeno per un ranking a posteriori.

E’ infatti piuttosto istruttiva la valutazione in base ai “dieci comandamenti” di Rams dell’attuale produzione di design, inteso come progetto nel suo significato più esteso: di prodotto, ma anche di interfaccia, di processo e – perchè no – di architettura. Quanti oggetti, edifici, siti internet (blogs?) che vengono ormai ogni ora lanciati in continuo streaming dai canali di informazione si confermerebbero come good products, good architecture o good websites, e quanti verrebbero ridimensionati a mero fashionableness?

Braun-TP-1.jpg

TP 1 radio/phono combination, 1959, by Dieter Rams for Braun

Back to basicsultima modifica: 2011-02-07T11:40:00+00:00da spacelab.1
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