Manifesto of Manifestos

Manifestos that distill the philosophies of visionaries into actionable guidelines

  1. Dieter Rams’ Ten Principles of Good Design (1970s) Renowned industrial designer Dieter Rams articulated ten principles that define good design:

    • Innovative Design should always push boundaries.
    • Useful It must serve a purpose.
    • Aesthetic Beauty enhances usability.
    • Understandable Clarity in design ensures intuitive use.
    • Unobtrusive Products should be neutral and restrained.
    • Honest Design must not deceive users.
    • Long-lasting Avoids being fashionable to remain timeless.
    • Thorough Every detail matters.
    • Environmentally friendly Design should minimize environmental impact.
    • As little design as possible Less, but better.

    These principles have profoundly influenced modern design, emphasizing functionality, simplicity, and sustainability.

  2. John Maeda’s Laws of Simplicity (2006) Renowned designer and technologist John Maeda offers ten laws for balancing simplicity and complexity in business, technology, and design:

    • Reduce The simplest way to achieve simplicity is through thoughtful reduction.
    • Organize Organization makes a system of many appear fewer.
    • Time Savings in time feel like simplicity.
    • Learn Knowledge makes everything simpler.
    • Differences Simplicity and complexity need each other.
    • Context What lies in the periphery of simplicity is definitely not peripheral.
    • Emotion More emotions are better than fewer.
    • Trust In simplicity we trust.
    • Failure Some things can never be made simple.
    • The One Simplicity is about subtracting the obvious and adding the meaningful.

  3. David Ogilvy’s Rules for Copywriting (1960s) Advertising legend David Ogilvy believed in direct, honest communication that respects the reader’s intelligence:

    • The consumer is not a moron—she is your wife.
    • Write the way you talk. Naturally.
    • Use short words, short sentences, and short paragraphs.
    • Never write an advertisement you wouldn’t want your family to read.
    • Big ideas come from the unconscious.

    Ogilvy’s principles emphasize clarity, honesty, and respect for the audience—values that remain relevant in today’s communication landscape.

  4. Kenya Hara’s Designing Design (2007) Japanese designer Kenya Hara offers a philosophy centered on simplicity and emptiness in design:

    • Emptiness Embrace space and simplicity, allowing room for interpretation.
    • Unknown Quality Seek the unfamiliar to discover new design possibilities.
    • Restraint Less can often communicate more effectively.
    • Contextual Awareness Understanding the cultural and environmental context of design.

    Hara’s philosophy encourages designers to consider the unseen elements that influence perception and experience.

  5. Walt Disney’s Leadership Lessons Walt Disney’s approach to leadership, though not formally documented as a manifesto, can be distilled into key principles:

    • Visionary Thinking Dream beyond the obvious and envision possibilities.
    • Attention to Detail Every element matters in creating a cohesive experience.
    • Innovation and Creativity Encourage new ideas and continual improvement.
    • Resilience Persevere through challenges and setbacks.
    • Customer Focus Understand and exceed audience expectations.

    Disney’s leadership style fostered a culture of creativity and excellence, leading to the enduring success of his brand.