The term “Braun Design” refers to a particular approach to creating products. A typical feature is the combination of technical innovation, a new aesthetic, and a degree of user-friendliness that has been thought through down to the smallest detail.
Both Fritz Eichler and later Dieter Rams described the main features of Braun Design by referring to Richard Moss*, according to whose analysis three laws govern Braun Design: simplicity, order, and harmony. The rest of these terms refers to the creation of a harmonious form using a minimum of materials.
Braun products therefore consciously eschew short-term design effects and everything that is trendy, spectacular, loud, or obtrusive. The result is products that possess an iconic clarity and visual longevity – “Less, but better,” so that the focus is on the essential aspects. A common design foundation connects all Braun products into one distinctive product line, no matter how different the functions of the appliances may be.
The esthetics and poetry of simplification
However, Braun Design cannot be described simply by listing all the design rules. The special esthetic, the essence of Braun Design, is neatly summed up by a quote from Wabi Sabi, a Japanese view of the per ception of beauty: “Pare down to the essence, but do not remove the poetry.”
*Richard Moss, “Braun,” in: Industrial Design, New York, November 11, 1962