Grifal follows Dieter Rams’s 10 principles of good design when designing packaging solutions for our clients. Rams, the German designer whose credo “less, but better”, is recognised around the world as one of the most innovative designers of the modern era. Many of his designs for brands such as Braun are in the permanent collection of the Museum of Modern Art in New York and other prestigious museums around the world.
These 10 principles are the basis of some of today’s most iconic products such as Apple’s iMac, iPhone and iPad.
What is good design?
1. GOOD DESIGN IS INNOVATIVE
Grifal’s packaging design solutions are innovative thanks to the use of our own proprietary materials with exceptional characteristics such as Mondaplen®, cArtù™, cushionPaper™ e inspiroPack.
These products are the result of our dedication to research and development, our innovative approach to industrial processes and our careful attention to market needs.
2. GOOD DESIGN MAKES A PRODUCT USEFUL
Every packaging solution created by Grifal is carefully crafted to respond to the client brief with respect to protective performance, while reducing costs and inefficiencies to the bare minimum.
3. GOOD DESIGN IS AESTHETIC
Each packaging solution, over and above its functional performance, should enhance the aesthetics of the product within. This can be accomplished in many different ways, depending on the solution, but the end goal is always the same — to enhance the presentation of the product to fully support marketing objectives.
4. GOOD DESIGN HELP US TO UNDERSTAND A PRODUCT
It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory. In the context of packaging, this can mean “frustration-free” packaging that make opening the packaging intuitive and easy to understand.
5. GOOD DESIGN 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. Packaging solutions should be stripped down to their essence without aesthetic noise or excess. They should be as small as possible and still do the job.
6. GOOD DESIGN IS HONEST
It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept. Protective packaging design must adhere to the principle of protecting the product and not promise to do more than it can. Grifal’s packaging solutions meet all international standards of performance and environmental impact.
7. GOOD DESIGN 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. This principle is especially relevant to Grifal’s solutions that make use of Mondaplen® e cArtù™: their waveforms are inspired by classical architectural forms that remain as useful and fascinating today as they were in ancient Rome. The products packaged within are the beneficiaries of these timeless associations.
8. GOOD DESIGN 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 user.
9. GOOD DESIGN IS ENVIRONMENTALLY FRIENDLY
Design makes an important contribution to the preservation of the environment. It conserves resources and minimises physical and visual pollution throughout the lifecycle of the product. Grifal’s packaging solutions are designed to have minimal environmental impact. The make use of high quality materials, recycled materiala and recyclable materials.
10. GOOD DESIGN IS AS LITTLE DESIGN AS POSSIBLE
Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity. Good package design protects and enhances the value of the product within, nothing more, nothing less.