51 lines
2.5 KiB
Markdown
51 lines
2.5 KiB
Markdown
# dieter-rams-braun — Dieter Rams / Braun
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- **School**: Editorial / Minimalist
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- **Vibe**: "Less but better", functional honesty, industrial restraint
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- **Best for**: Hardware product pages, audio gear, industrial / tool brands, design-led B2B
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- **Touchstone**: Braun T3 radio, Braun ET66 calculator, Rams's *Ten Principles of Good Design*
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**Palette**
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- Ground: `#E4E1DC` (concrete light) or `#F5F4F0` (paper)
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- Ink: `#191919`
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- Industrial gray: `#A8A8A8`, `#5C5C5C`
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- Accent: single signal — Braun orange `#E96A26` or signal yellow `#F5C518`, used only on functional elements (a power dot, an active state)
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**Typography**
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- Display & body: a precision grotesk — Akzidenz-Grotesk, Helvetica Now, or Söhne. Weight 400 body, weight 500 for emphasis, never 700.
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- Numerals love a monospaced variant for spec tables
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**Spacing**: based on a 4px sub-grid; visible values 4 / 8 / 16 / 24 / 32 / 64 / 128. Functional, no "luxury whitespace" inflation.
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**Radius**: 2–4px maximum. Sharp by default.
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**Shadow**: none.
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**Motion**: utilitarian — instant state changes (~80–120ms), no flourish.
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**Signature moves**
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- Diagrammatic exploded views of the product with measurement callouts (real or fictional)
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- A single signal-orange dot on the page indicating "active" or "power" — never decorative
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- Tabular spec listings as a first-class layout element (not hidden behind a "Specs" toggle)
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- Every label exactly what it is, in plain language ("ON / OFF" not "Toggle interaction mode")
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- The page itself feels like a piece of equipment
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**Avoid**
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- Photography that romanticizes the product — Braun shoots it on a grid background like an engineering specimen
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- Multiple accent colors
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- Curves anywhere — even hover effects shouldn't bounce
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- Lifestyle imagery
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**AI prompt seed**
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> Industrial product photograph, 1960s Braun design language, single hardware object on light gray #E4E1DC grid background, frontal orthographic view, dimensions and labels in thin sans serif, color palette restricted to gray / black / single orange marker, 4:3.
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**Don't use when**
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- The product is soft / emotional / lifestyle — Rams discipline reads as cold for skincare or hospitality
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- The team wants warmth or personality — this recipe is impersonal by design
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- The audience is consumer / non-technical — they may read it as "boring spec sheet"
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---
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> **Same school — Editorial / Minimalist**: [`apple-hig`](./apple-hig.md) · [`muji-kenya-hara`](./muji-kenya-hara.md) · [`aesop`](./aesop.md) · [`monocle-magazine`](./monocle-magazine.md)
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> **Browse all 25 recipes**: [INDEX.md](./INDEX.md)
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