"Industrial design had already sensed it. Around the same time, Dieter Rams, with his Ten Principles for Good Design for Braun, stated that good design is unobtrusive and that it is as little design as possible. His appliances - from the ET44 shaver to the SK4 record player, nicknamed the Snow White's coffin for its transparent plexiglass lid - were exercises in subtraction: pure forms, neutral colors, logos reduced to the bare minimum."
"A 2023 study estimated that the average person is exposed to around 33,000 advertising messages a day - messages that are anything but clean or essential. We are immersed in a saturated visual environment, where distinction becomes impossible and everything blurs into one noisy commercial texture. No matter the medium - television or TikTok - it feels like standing in the middle of Times Square at night,"
Visible logos, oversized labels and relentless advertising create brand fatigue and visual overload. A new consumer response appears as people remove labels, decant refills into anonymous containers and favor transparent or paper packaging. The no-name aesthetic echoes 1970s generic lines from European supermarkets. Industrial design principles advocated subtraction and unobtrusiveness, exemplified by Dieter Rams’ appliances with minimal logos and pure forms. That approach influenced consumer electronics design toward simplicity. Meanwhile, contemporary markets and advertising have intensified exposure, producing a saturated visual environment where distinction erodes and consumers increasingly seek calmer, brandless domestic displays.
Read at Domusweb
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