If what you are doing is not innovative, it's not (good) design. It might be valuable but it's something else.
The comments here that disagree with Rams' first rule seem to me to be putting the cart before the horse and assuming that Rams is offering a prescriptive list for would-be designers. I think he's just describing what he thinks constitutes good design. It is not an injunction to innovate: it is an observation that "design" which does not innovate is inconsequential.
The comments here that disagree with Rams' first rule seem to me to be putting the cart before the horse and assuming that Rams is offering a prescriptive list for would-be designers. I think he's just describing what he thinks constitutes good design. It is not an injunction to innovate: it is an observation that "design" which does not innovate is inconsequential.