In the last few years of 1970s, the father of modern industrial design of Germany, Dieter Rams, became clearer about the fact that the world he lived in was a “chaos comprised of shapes, colors and noises”. He started reflecting as a designer: is my design a good design? Based on the rational thinking, the designer, actively involving in the worldly practices, suggested 10 principles of a good design which is also known as the Ten Commandments, the benchmark for the industry. The 10 principles represent the standards of Designed in Germany. The modern thinking and designing affect all designers in Germany and even in the world. They are also running in MATSU’s DNA.

What are the Ten Commandments? We, as designers and brands, can still get inspired by them even today.

Good Design Is Innovative
The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself. Behind your desks or in the relaxing zone, you can create values anywhere for the company. MATSU Singlax is free and innovative to facilitate internal communication and external cooperation. It defines a new working style—it is not only a sofa set but a way to break the traditional working modes.

Good Design Makes a Product Useful
A product is bought to be used. It has to satisfy certain criteria, not only functional but also psychological and aesthetic. Good design emphasizes the usefulness of a product while disregarding anything that could possibly detract from it.

Good Design Is Aesthetic
The aesthetic quality of a product is integral to its usefulness because products are used every day and have an effect on people and their well-being. Only well-executed objects can be beautiful.

Good Design Makes A Product Understandable
It clarifies the product’s structure. Better still, it can make the product clearly express its function by making use of the user’s intuition. At best, it is self-explanatory.

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.

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.

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.

Good Design Is Environmentally Friendly
Design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product.

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.