Restraintin Design. Designers often undervalue restraint. Restraint is establishing a solution in the simplest way possible. It adds meaning to each mark, making each element an integral part of your communication. This solution allows for simplicity, elegance, and clarity.

Eliminate the Arbitrary.

less

is m

ore.

WALL CLOCKby howard miller clock company, 1969–1970

KITCHEN SCOOPby vollrath company, pre–1956

EAMES MOLDED PLASTICDOWEL LEG ARMCHAIRby charles & ray eames, 1950

FLATWAREby arne jacobsen, 1957

BLIP SPOON RESTby paolo gerosa, 2010

CREATE A

CLEAR

HIERARCHY of

INFORMATION.

Consider size, weight, tracking, placement and leading of type.

EAMES WIRE CHAIRWITH VILCINI—DKR2by charles & ray eames, 1950

HAYDN + HAUER POSTERby bohatsch visual communication

MINIMAL CUTLERYby david mellor, 2002

GLASSESby hans theo baumann, 1966

67 DESIGN/CONSTRUCTION, INC. by sametez blackstone association, 1982

useonlywhat you needinformation / composition / typography / color / material.

MINIATURE CHAIR, TULIPby eero saarinen, 2006

ABC LOGOby paul rand, 1961

WESTINGHOUSE ANNUAL REPORTby paul rand, 1974

THE GUGGENHEIM MUSEUM PROMOTIONby malcolm grear designers

CASSEROLE POTby bjorn dahistrom, 1996

communicate with

economy.

SALT AND PEPPER SHAKERSby william lescaze, 1935

BIG DRAWINGSby mit design services, 1982

FUTURIST EVENINGby two twelve associates, 1982

ITALICUS POULTRY SHEARSby antonia campi, 1960

GARBO WASTE BINby karim rashid, 1990

cho

se your color palettep

urp

osely.

COMPACT SOFAby charles & ray eames, 1954

CONVEYING A MOODby kelley mcintyre & kim bentley

O—SERIES SCISSORSby olaf backstrom, 1967

AIGA POSTERby paul rand, 1968

QUAKE MUGSby gustaf nordensklold, 2011

THINK

SUSTAINABLY SELECTING

MATERIALS

when

your

LOW LOUNGE CHAIRby jens risom, 1941

FJORD CUTLERYby jens h. quintgaard, 1953

WOOD CHAIRby marc newson, 1998

STRAWBOWLSby kristiina lassus, 2000

TEA KETTLEby harold l. van doren & gordon rideout, 1936

not EXCESSIVE

be

CREATIVE,

DESIGN 63by paul rand, 1963

TABLE LAMPby bauhaus metal workshop, 1928

COCKTAIL GOBLETSby desney, 1930

iPHONE 4Sby steve jobs, 2011

SIDE CHAIRby peer bucking, 1928

USE ONLY THREE TYPEFACES

unless the context dictates

otherwise.

WINTER AID POSTER1960

NEW YORK CITY BALLET IDENTITYby paula scher, 2008

DESIGN AND CHAOSby paul rand, 1987

WUJU TV47 SPANISH TELEVISIONby the handler group, 1982