现代的工业设计，在很大程度上受到了有着截然不同思考方式的两个设计大师的长远影响。
一个是美国的 Raymond Loewy ，他的特点是有强烈的个人风格，他的最知名的设计就是可口可乐的商标和风靡六十年代的流线型产品造型。
另一个是德国的 Dieter Rams ，他则比较讲究设计的条理性，他的优秀设计十原则影响了几代人。
现在国际知名的几个设计师如Philippe Starck, Jonathan Ive, Jasper Morrison, Karim Rashid，都在一定程度上受到了他们的影响。
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设计十原则：
1. Good Design is innovative
It does not copy existing product forms, nor does it produce any kind of novelty for the sake of it. The essence of innovation must be clearly seen in all functions of a product. The possibilities in this respect are by no means exhausted. Technological development keeps offering new chances for innovative solutions.
1.好设计是创新
好设计不会拷贝现有的产品形式，也不会为创新而创新。创新的精神必须清晰地在一件产品的所有功能上体现出来。就此而言，任何可能性都是取之不竭的。科技的发展永远为我们的创新提供提供了崭新的解决途径。
2. Good Design makes a product useful
A product is bought in order to be used. It must serve a defined purpose – in both primary and additional functions. The most important task of design is to optimise the utility of a product.
2.好设计是实用
产品设计出来就是被人用的。它们必须为特定用途——主要用途以及辅助功能——服务。设计任务中最重要的一节就是优化产品性能。
3. Good Design is aesthetic
The aesthetic quality of a product – and the fascination it inspires – is an integral part of the its utility. Without doubt, it is uncomfortable and tiring to have to put up with products that are confusing, that get on your nerves, that you are unable to relate to. However, it has always been a hard task to argue about aesthetic quality, for two reasons.
Firstly, it is difficult to talk about anything visual, since words have a different meaning for different people.
Secondly, aesthetic quality deals with details, subtle shades, harmony and the equilibrium of a whole variety of visual elements. A good eye is required, schooled by years and years of experience, in order to be able to draw the right conclusion.
3.好设计是艺术
一件产品的美学品质，以及它所赋予的魅力，是其功能不可分割的另一半。毫无疑问，人们会厌烦那些令人纠结不安，难以认同的产品。然而，对产品艺术性的评价始终是一个难题，原因有二：
第一，由于文字对不同的人会产生歧义，（在字面上）讨论视觉经验是徒劳的。
第二，所谓美学意义，则是关于细节、微妙变化，以及在多样视觉元素中的整体统一。要做出合适的评价，除了一双明眼，学院教育和实践经验都是必须的。
4. Good Design helps a product be understood
It clarifies the structure of the product. Better still, it can make the product talk. At best, it is self-explanatory and saves you the long, tedious perusal of the operating manual.
4.好设计是易懂
好设计能阐述产品的架构。更好的话，它能让产品说话。
最好的产品就能让人直接使用而不用翻阅那些无聊的操作说明。
5. Good Design is unobtrusive
Products that satisfy this criterion are tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained leaving room for the user’s self-expression.
5.好设计是低调
工具需要如此。它们不是装饰配件也不是艺术作品。因此，工具只需低调就好，让使用者自己去发挥吧。
6. Good Design is honest
An honestly-designed product must not claim features it does not have – being more innovative, more efficient, of higher value. It must not influence or manipulate buyers and users.
6.好设计是诚实
一件诚实的设计产品不能宣称它拥有那些实则不存在的优点——更原创，更实用或者更有价值。它绝不能误导和欺骗消费者。
7. Good Design is durable
It is nothing trendy that might be out-of-date tomorrow. This is one of the major differences between well-designed products and trivial objects for a waste-producing society. Waste must no longer be tolerated.
7.好设计是耐久
明天就可能过时的，那不叫时尚。这就是优秀设计和消耗品的重要区别。再也别容忍这个消费时代的浪费。
8. Good Design is thorough to the last detail
Thoroughness and accuracy of design are synonymous with the product and its functions, as seen through the eyes of the user
8.好设计是细节
完整性—产品，精确性—功能是相互对应的的，它们都会被使用者的眼睛检验。
9. Good Design is concerned with environment
Design must contribute towards a stable environment and a sensible use of raw materials. This means considering not only actual pollution, but also the visual pollution and destruction of our environment.
9.好设计是环保
设计需要有利于环境的稳定，并明智地使用原生材料。这表示设计师不光要考虑到实在的环境污染，更要注意对视觉意义上的环境破坏。
10. Good Design is as little design as possible
Back to purity, back to simplicity.
10.好设计是简约
回归纯粹，回归朴素。
