Dieter Rams

14 Oct 2021 • 3 minute read

I used to have this calculator, and I have a feeling it is actually somewhere in my office at Cadence, but since I've not been there for over 18 months I can't really check. This is the Braun ET66 calculator. The chief designer at Braun was Dieter Rams. His minimalist "less is better" style of design was very influential. and has resulted in products that are regarded as classics.

The ET66 calculator originally went on sale in 1987, 34 years ago. Looking on Amazon, I see that the latest version is called the BNE001BK but it is described as a "reissue of the ET66" and can be yours for $49. Like the Ford Model T, you can have it in any color as long as it's black. This classic calculator can be found in the permanent collection of the Museum of Modern Art New York.

I'm not the only person who liked the design. Jonny Ive of Apple clearly used it as the model for the calculator on the iPhone. Here is the original iPhone calculator:

iphone calculator

Dieter didn't just create classic designs for Braun, he put down his philosophy. Of course, he was talking mainly about the design of physical objects, especially consumer electronics products, but many of the principles are timeless and can be applied to software or semiconductors.

Ten Principles of Design

Good design...

Is innovative – The possibilities for progression are not, by any means, exhausted. Technological development is always offering new opportunities for original designs. But imaginative design always develops in tandem with improving technology, and can never be an end in itself.
Makes a product useful – A product is bought to be used. It has to satisfy not only functional, but also psychological and aesthetic criteria. Good design emphasizes the usefulness of a product whilst disregarding anything that could detract from it.
Is aesthetic – The aesthetic quality of a product is integral to its usefulness because products are used every day and have an effect on people and their well-being. Only well-executed objects can be beautiful.
Makes a product understandable – It clarifies the product’s structure. Better still, it can make the product clearly express its function by making use of the user's intuition. At best, it is self-explanatory.
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.
Is honest – It does not make a product appear more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.
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.
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.
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 lifecycle of the product.
Is minimal – Less is more. Simple as possible but not simpler. Good design elevates the essential functions of a product.

The HP-12c

I don't know what it is about calculators that makes their design so timeless, but the HP-12c went on sale on 1st September 1981, which makes it older even than the Braun ET66. So it had its 40th birthday just a few weeks ago. I wrote its story on its 35th birthday in my post Happy Birthday, HP 12c—35 Years and Counting. It is also still available. HP will sell you one for $69.99, but Amazon will let you have one for $55.95.