As head of design at Braun, the German consumer electronics manufacturer, Dieter Rams (1932-) emerged as one of the most influential industrial designers of the late 20th century by defining an elegant, legible, yet rigorous visual language for its products.
Rams had Ten Principles of Good Design: Innovative. Usable. Aesthetic. Understandable. Discreet. Honest. Durable. Consistent to the last detail. Environmental. Minimalistic. Watch this excellent long-form interview with Dieter Rams on YouTube.