The idea and direction for Saja was unofficially decided when I came across a book a few years ago. It was a thick and heavy coffee table design book titled Dieter Rams: As Little Design As Possible.
Dieter Rams is an industrial designer that made his name due to his minimalistic and functional designs. He was the lead designer at Braun for more than 50 years, defining an era for Braun and cementing their status as an iconic consumer products company post WW-2. He was also a designer for German-based furniture company Vitsœ, where his simple 606 Universal Shelving System has continuously been in production since the 1960s. He is an inspiration for Jony Ive of (formerly) Apple, when designing Apple products. Dieter Rams is the father of "Less, but better" principle. Saja has been inspired in so many ways by Dieter Rams. His 10 principles of good design are the commandments that guide us when creating and making decisions for Saja.
Here are Dieter Rams' 10 Principles of Good Design:
- Good design is innovative
- Good design makes a product useful
- Good design is aesthetic
- Good design makes a product understandable
- Good design is unobtrusive
- Good design is honest
- Good design is long-lasting
- Good design is thorough down to the last detail
- Good design is environmentally-friendly
- Good design is as little design as possible