Braun Design: The prerequisite for good design is a clear corporate concept defining design as a duty for the entire company. Dr. Fritz Eichler (Braun AG), Vorstand Gestaltung, annual report 1972/73
Function: The purpose is the starting point and the objective of each design for us. Dr. Fritz Eichler (Braun AG), Vorstand Gestaltung, annual report 1972/73
Order: Each design is only suitable for us if it follows an intelligent order. Dr. Fritz Eichler (Braun AG), Vorstand Gestaltung, annual report 1972/73
Ergonomics: Design is done for the people and has to consider the power, the size, the senses of human beings. Dr. Fritz Eichler (Braun AG), Vorstand Gestaltung, annual report 1972/73
Simplicity: Good design to us means: as little design as possible. Dr. Fritz Eichler (Braun AG), Vorstand Gestaltung, annual report 1972/73
Balance: Our design brings all individual elements into their correct proportion. Dr. Fritz Eichler (Braun AG), Vorstand Gestaltung, annual report 1972/73
Accuracy: There is no negligibility for a Braun designer. Dr. Fritz Eichler (Braun AG), Vorstand Gestaltung, annual report 1972/73
Expression: Good design is the expression of high quality, advanced technology, and innovative usage properties. Dr. Fritz Eichler (Braun AG), Vorstand Gestaltung, annual report 1972/73
Innovation: Our design breaks new ground because it considers technical development and changes in the behavior of human beings. Dr. Fritz Eichler (Braun AG), Vorstand Gestaltung, annual report 1972/73
Togetherness: Braun design puts everything in the context of a meaningful program. Dr. Fritz Eichler (Braun AG), Vorstand Gestaltung, annual report 1972/73
Braun Design: The prerequisite for good design is a clear corporate concept defining design as a duty for the entire company. Dr. Fritz Eichler (Braun AG), Vorstand Gestaltung, annual report 1972/73
