Good design is environmentally friendly – Rams’ ninth principle

Dieter Rams' "Ten Principles for Good Design," Principle 9: "Good design is environmentally friendly (Gutes Design ist umweltfreundlich)." The official Vitsoe text continues: "Design makes an essential contribution to the preservation of the environment and to the sustainable future of humanity. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product." Note that the phrase "visual pollution" appears in Rams' context from the 1970s. This is not about environmental standards or emission regulations, but an ethical protest against the world becoming ugly to behold.

The Concept of "Visual Pollution"

In 1976, Rams spoke in New York, saying, "Future generations will shudder to look back at our thoughtlessness in cluttering up our homes, cities, and landscapes with a chaotic jumble of junk." For Rams, the environmental problem of design has two layers. The first layer is physical pollution—excessive material consumption, waste, and harmful substances. The second layer is visual pollution—unnecessarily complex and unsightly forms degrading the spaces where people live. Both arise from "thoughtless design." This perspective resonates with the context of post-war Germany, where Rams, born in 1940, grew up. In the 1950s and 60s, as a mass consumption culture began to envelop cities during the reconstruction period, Braun's design philosophy aimed for "quiet and unobtrusive" products. This was not merely an aesthetic preference but also a resistance to excessive visual stimulation.

Rams' Regret—A 2018 Confession

In the 2018 documentary film "Rams" (directed by Gary Hustwit), Rams left a profound statement: "Designers are accomplices in the consumer society. Including myself." This reflects his recognition that by continuously producing products, he contributed to the expansion of consumer culture. Although Rams had already declared in the late 1970s that "the era of thoughtless design for thoughtless consumption is over," when reflecting on his 60-year career at Braun, he confronted the fact that hundreds of products he designed were also part of that trend. This self-criticism gives special weight to Principle 9. The very person who advocated "environmental consideration" as a principle continued to grapple with contradictions within the structure of industrial design—this is also a testament to Rams' integrity.

The 606 Shelf—"The Most Environmentally Friendly Shelving System in the World"

The "606 Universal Shelving System," which Vitsoe calls "the most environmentally friendly shelving system in the world," is the most compelling example of the practical application of Principle 9. The reason is simple—it can be used for a lifetime. For over 65 years since its design in 1960, it has been continuously manufactured and sold without component changes, and parts from the 1960s are fully compatible with current products. Vitsoe continues to provide spare parts to existing customers. How much environmental impact can "design that doesn't need to be replaced" reduce? Products that aren't discarded don't generate waste. Manufacturing energy is only needed once. Aluminum, the material, has a high recycling rate and can be circulated as a material even when no longer used. This is what "environmental consideration throughout the entire lifecycle" means.

EU Right to Repair Directive—Rams Was 50 Years Ahead

In 2024, the EU Parliament passed the "Directive on the Right to Repair (2024/1799/EU)." This law requires manufacturers to provide repair obligations, guarantee access to spare parts, and prohibit designs that make repairs difficult. The idea of "backward compatibility" and "continuing to use by repairing" that Rams implemented with the 606 in the 1960s is now appearing in the legislative trend of the EU's Right to Repair Directive, more than half a century later. This directive covers a wide range of product categories, including smartphones, home appliances, bicycles, and clothing, and will be gradually applied from 2026 to 2027. In the field of bathroom accessories, the durability of materials and the availability of replacement parts will likely be given more importance in the future.

ZACK's "Long-Lasting" Philosophy and Principle 9

Environmental issues in bathroom accessories begin with material selection. Some inexpensive zinc alloy or surface-plated products can corrode or peel quickly depending on the usage environment. Most discarded products end up in landfills. The 18/10 stainless steel used by ZACK is not a material that appears metallic through paint or plating, but rather a material that inherently possesses high corrosion resistance. The hairline and mirror polish finishes are surface treatments that show off its material quality without hiding it. With proper maintenance, it can withstand decades of use. When Rams' Principle 9 demands "environmental consideration throughout the entire lifecycle," it stems from the recognition that the lifespan of the product itself determines its environmental impact. "Choose something good once"—this is the most effective form of environmental consideration. Next, we will explore Principle 10: "Good design is as little design as possible."