标题：优良设计
博朗（布劳恩）简介
德国博朗（布劳恩）在工业设计史的地位与其经典的设计风格是分不开的，早年与乌尔姆造型学院的合作，是设计直接服务于工业的典范。这种合作产生了丰硕的成果，使布劳恩的设计至今仍被看成是优良产品造型的代表和德国文化的成就之一。
博朗设计的理念
现代气息、简约、纯正和高品质是出色产品的特征，这些产品应该是“出色的工具，而不只是梦境中的背景板”。博朗设计从不以触目、突兀和炫耀为特征，而是追求清晰和简约的风格。 
博朗根深蒂固的一条原则就是：个性化设计高于一切，设计者必须尽全力让产品更加个性化，更加实用。博朗全球设计总监Peter Schneider认为：如果设计者们了解当今世界、讲多种语言、接近大众、理解他们的愿望，那么他们就为未来做好了准备。
博朗设计的十项原则
博朗的设计理念源于1955年，经过几十年的发展完善，这一特点鲜明、注重功能的设计风格被设计大师迪特·拉姆斯（Dieter Rams）概括总结为产品设计的十原则： 
1、出色的设计是需要创新的。它既不重复大家熟悉的形式，但也不会为了新奇而刻意出新。 
2、出色的设计创造有价值的产品。因此，设计的第一要务是让产品尽可能地实用。不论是产品的主要功能和辅助功能，都有一个特定及明确的用途。 
3、出色的设计是具有美学价值的。产品的美感以及它营造的魅力体验是产品实用性不可分割的一部分。我们每天使用的产品都会影响着我们的个人环境，也关乎我们的幸福。 
4、出色的设计让产品简单明了，让产品的功能一目了然。如果能让产品不言自明、一望而知，那就是优秀的设计作品。 
5、出色的设计不是触目、突兀和炫耀的。产品不是装饰物，也不是艺术品。产品的设计应该是自然的、内敛的、为使用者提供自我表达的空间。 
6、出色的设计是历久弥新的。设计不需要稍纵即逝的时髦。在人们习惯于喜新厌旧、习惯于抛弃的今天，优秀的设计要能在众多产品中脱颖而出，让人珍视。 
7、出色的设计贯穿每个细节。决不心存侥幸、留下任何漏洞。设计过程中的精益求精体现了对使用者的尊重。 
8、出色的设计应该兼顾环保，致力于维持稳定的环境，合理利用原材料。当然，设计不应仅仅局限于防止对环境的污染和破坏，也应注意不让人们的视觉产生任何不协调的感觉。 
9、出色的设计越简单越好。 
10、设计应当只专注于产品的关键部分，而不应使产品看起来纷乱无章。简单而纯粹的设计才是最优秀的！ 
Good design is innovative. 
Good design makes a product useful. 
Good design is aesthetic. 
Good design helps us to understand a product. 
Good design is unobtrusive. 
Good design is honest. 
Good design is durable. 
Good design is consequent to the last detail. 
Good design is concerned with the environment. 
Good design is as little design as possible. 
Back to purity, back to simplicity 
Dieter Rams: I have distilled the essentials of my design philosophy into ten points. But these points cannot be set in stone because just as technology and culture are constantly developing, so are ideas about good design. 
1. Good design is innovative. 
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. When designing the shelving system, I had the idea that it should be like a good English butler. It should be there when you need it but be in the background when you don't. 
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 emphasizes the usefulness of the product while 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 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 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. 
6. 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. 
7. Good design is long-lasting. 
It avoids being fashionable, and therefore never appears antiquated. Unlike fashionable design, it lasts many years--even in today's throwaway society. I live with the shelving system. It's the only way I can improve it. I'm proud when I get letters from users who say they bought system in 1962 and were able to add elements to it as their needs grew and changed. 
8. Good design is thorough down to the last detail. 
Nothing must be arbitrary. Care and accuracy in the design process shows respect toward the consumer. 
9. Good design is environmentally friendly. 
Design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the life cycle of the product. A few years ago I had the crazy idea that gas stations should not only be places to buy gas but locations where you could return goods for recycling. Companies have the technology; the problem is finding ways for users to be able to return a product at the end of its life. ("To learn more about Rams's views on environmental sustainability and designers' responsibility to the earth, read our Web-exclusive essays "The Art of Living Better" and "The Future of Design.") 
10. 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 inessentials. Back to purity, back to simplicity!