AVOID DECORATION WITHOUT MEANING

Ornamentation should never overshadow function. Decorative elements are powerful only if they reinforce the message or function. Gratuitous decoration distracts, weakens communication, and signals indecision.

Case Study

Braun's products under Dieter Rams are minimal; every line, switch, and curve communicates function while maintaining elegance.

In Practice

• Muji's products: No decoration, pure function.
• Apple's packaging: Meaningful minimalism.

Key Takeaways

1. Evaluate every decorative element: does it enhance comprehension or emotion?
2. Remove anything that competes with the core message.
3. Seek simplicity without sterility.

Business Lens

Feature creep avoidance: Only build what's valuable.