Exploring Gary Hustwit’s documentary on industrial design and how the principles of Dieter Rams continue to influence the objects that surround us
The daily objects we use are shaped by invisible design decisions that impact our lives in profound ways
I recently watched Gary Hustwit’s documentary “Objectified,” and it fundamentally changed how I view the manufactured world around me. The film explores our complex relationship with manufactured objects and, by extension, the people who design them. As I watched interviews with some of the world’s most influential designers, I was struck by how much intentional thought goes into creating the items we interact with daily but rarely notice.
What makes this documentary particularly compelling is how it reveals the invisible—the countless decisions, philosophies, and principles that shape everything from our smartphones to our kitchen utensils. It demonstrates how design isn’t merely about aesthetics but about solving problems, improving functionality, and sometimes, as legendary designer Dieter Rams suggests, simply getting out of the way.
In this post, I want to share some key insights from “Objectified” that have transformed my understanding of the designed world and made me more conscious of how these objects shape not just our environment, but our behaviors and identities.
The trailer for Gary Hustwit’s documentary “Objectified”
The Designed World Around Us
One of the most striking revelations from the documentary is just how pervasive design is in our everyday lives. As the film points out, almost everything that fills our world has been designed in one form or another. From the moment we wake up and turn off our alarm clock to when we brush our teeth, prepare breakfast, commute to work, and interact with technology throughout the day—we’re constantly engaging with designed objects.
This realization is both obvious and profound. We live in a manufactured reality where nearly every object has been consciously shaped by human decision-making processes. Even objects that appear simple, like a paper clip or a toothbrush, represent countless iterations and refinements over time.
The documentary eloquently captures this through a quote from Henry Ford: “Every object tells a story if you know how to read it.” This perspective transforms mundane objects into fascinating artifacts with histories, purposes, and embedded values. Each object around us carries the fingerprints of its creators and the marks of the culture and time that produced it.
Becoming conscious of the designed world is like suddenly being able to read a new language—the language of objects that surrounds us daily but that we’ve largely been illiterate in until now.
Dieter Rams: The Father of Modern Design
Among the many brilliant designers featured in “Objectified,” Dieter Rams stands out as a towering figure whose influence permeates modern design. As the former design director at Braun from 1961 to 1995, Rams created products with such timeless elegance and functionality that they continue to influence design today, most notably in Apple’s product aesthetic.
What makes Rams particularly important is his articulation of design philosophy through his famous “Ten Principles of Good Design”—a set of guidelines that has shaped industrial design for decades. These principles weren’t arbitrary rules but distilled wisdom from years of practice:
- Good design is innovative — It doesn’t copy existing forms but finds new solutions
- Good design makes a product useful — It enhances functionality rather than hindering it
- Good design is aesthetic — Beautiful objects enrich our lives
- Good design makes a product understandable — It clarifies function and invites intuitive use
- Good design is honest — It doesn’t manipulate consumers with false promises
- Good design is unobtrusive — It allows users to express themselves through products
- Good design is long-lived — It avoids being fashionable and thus never appears obsolete
- Good design is thorough down to the last detail — Nothing is arbitrary or left to chance
- Good design is environmentally friendly — It conserves resources and minimizes pollution
- Good design is as little design as possible — Less, but better
These principles reveal that good design isn’t just about how something looks but encompasses deeper values like honesty, sustainability, and respect for the user. Rams’ philosophy challenges designers to reduce their work to only what’s essential, removing visual noise and unnecessary complexity.
Rams’ minimalist ethos is captured in his motto: “Less, but better.” This approach isn’t about austerity for its own sake, but about focus, intentionality, and respect for both users and resources.
Understanding the Design Approach
Another fascinating insight from “Objectified” comes from its exploration of how designers actually approach their work. While methodologies vary between individuals and companies, the documentary highlights some common patterns in how the best designers think:
- Looking at extremes rather than averages — One of the most surprising design strategies mentioned in the film is focusing on extreme users rather than the average customer. The logic is compelling: if you understand what works for people at the extremes, the middle will take care of itself. This approach leads to more innovative solutions that often work better for everyone.
- Solving real problems — Great design isn’t about adding decorative elements but about solving genuine user problems, sometimes problems people don’t even realize they have.
- Questioning assumptions — Design often begins by challenging conventions and asking why things are the way they are.
- Embracing constraints — Contrary to popular belief, designers don’t thrive with unlimited freedom but within thoughtful constraints that focus creativity.
These approaches reveal that design is less about artistic expression and more about systematic problem-solving with a human-centered focus. It’s a discipline that requires both creativity and analytical rigor, empathy and technical expertise.
The Apple Connection: Rams’ Legacy in Modern Tech
While watching “Objectified,” I couldn’t help but notice the strong aesthetic and philosophical connections between Dieter Rams’ work at Braun and Apple’s distinctive design language. This connection isn’t coincidental—Apple’s former Chief Design Officer, Jonathan Ive, has openly acknowledged Rams as a major influence on his work.
The parallels between Braun products from the 1960s and modern Apple devices are striking:
- The Braun T3 pocket radio (1958) bears a remarkable resemblance to the original iPod
- Braun’s ET66 calculator (1987) looks almost identical to the iOS calculator app
- The Braun LE1 speaker shares design elements with Apple’s HomePod
- The clean, minimalist approach to hardware design with simple color palettes, focused functionality, and attention to material quality
Beyond these visual similarities, Apple has also embraced Rams’ broader philosophy of simplicity, user-focus, and “less but better” approach. Apple products are known for removing features as much as adding them—a direct application of Rams’ tenth principle that good design is as little design as possible.
The influence of Rams’ principles on Apple shows how timeless design philosophy can transcend eras, materials, and technologies. Good design principles remain relevant even as the objects they shape evolve dramatically.
The Sustainability Paradox
One of the most thought-provoking aspects of “Objectified” is its exploration of the tension between design, consumerism, and sustainability. This tension is embodied in Dieter Rams himself, who in recent years has expressed regret about his role in promoting a culture of consumption.
Despite advocating that “good design is environmentally friendly” and creating products meant to last decades, Rams has witnessed how the industrial design field has often fueled unsustainable consumption patterns. This internal conflict reflects broader questions that the documentary raises:
- Planned obsolescence — How much of modern design deliberately creates products that will need replacement?
- Sustainable materials — Can we create beautiful, functional objects that don’t deplete resources?
- Design for longevity — What would it mean to create products intended to last for generations?
- Digital waste — How do we address the environmental impact of rapidly outdated electronics?
These questions don’t have easy answers, but “Objectified” suggests that designers have a responsibility to consider the full lifecycle and environmental impact of their creations. The documentary challenges us to think beyond the immediate gratification of acquiring new objects and consider their long-term consequences for the planet.
How Objects Shape Identity
Perhaps the most profound aspect of “Objectified” is its exploration of how designed objects shape not just our environments but our identities. The objects we choose to surround ourselves with, from our furniture to our digital devices, communicate our values and aspirations.
The documentary suggests that our relationship with designed objects works in both directions:
- Objects reflect us — We choose objects that align with our self-image and values
- Objects shape us — The objects we use influence our behaviors, thoughts, and even physical postures
- Objects connect us — Shared objects create cultural touchpoints and shared experiences
- Objects outlast us — Many designed objects will exist long after their creators and users are gone
This perspective transforms everyday objects from mere utilities or decorations into meaningful artifacts that both reflect and shape human experience. It invites us to be more conscious about the objects we bring into our lives and how they might be influencing us in subtle ways.
By becoming more aware of the designed world, we gain greater agency in choosing how we want to be shaped by it. Design literacy allows us to be more intentional about our material environments.
Seeing the World Through Design-Conscious Eyes
After watching “Objectified,” I find myself unable to look at everyday objects the same way. The documentary has given me a new lens through which to see the world—one that recognizes the intention, thought, and often brilliance behind things I previously took for granted. From my toothbrush to my laptop, everything now tells a story of human ingenuity and values.
This heightened awareness has several practical implications for how I now approach my relationship with designed objects:
- Greater appreciation for the thought behind well-designed everyday items
- More intentional choices when bringing new objects into my life
- Increased value placed on quality and longevity over trends or disposability
- Enhanced awareness of how objects influence my behavior and well-being
In a world increasingly saturated with manufactured objects competing for our attention and resources, developing this design consciousness seems not just enriching but necessary. It allows us to be more discerning consumers, more thoughtful users, and perhaps even more empathetic humans who recognize the intentions behind the objects that shape our lives.
As Dieter Rams reminds us through his principles, good design isn’t just about making things look nice—it’s about making life better through objects that enhance rather than complicate our existence. It’s about solving genuine problems with elegance, honesty, and respect for both users and the planet.
Join the Conversation
What objects in your daily life do you think exemplify good design principles? Have you noticed how certain designed objects influence your behavior or mood? Share your thoughts and observations in the comments below!