Founded in 1921, WDO Corporate Member Braun is known for its minimalist, timeless and deeply functional approach to design, from alarm clocks to electric razors. We spoke with Benjamin Wilson, Braun’s Global Technology & Design Communications Lead (and WDO Board Member), to explore the philosophy that has helped shape more than a century of routines around the world.
Braun is known for its ‘less but better’ philosophy. What role does simplicity play in encouraging users to engage consistently with Braun products?
Making things that are simple, useful and built to last is at the core of Braun’s design philosophy. It’s about identifying what truly matters in use and eliminating everything superfluous. This clarity makes products intuitive to use — people instantly understand their function and operation. When a product feels natural and dependable, it integrates seamlessly into daily routines. Simplicity also reduces friction, leaving users with a sense of trust and ease that keeps them coming back.
Thinking about Braun’s 100+ year legacy of design innovation, how does the company’s design process consider the habits and routines of its target audience?
From day one, Braun’s design process or as I like to call it, the ‘Braun Haltung’ (approach, way of doing things, purpose and/or philosophy) has prioritized the user experience by deeply understanding habits/needs, focusing on what is most important and needed. For example, designing for a wet bathroom environment requires us to consider water resistance, impact durability, and long-term performance under daily use. At Braun, we continue to make things that are: Simple, Useful and Built to last, these principles help ensure our products remain intuitive and timeless.
In your opinion, what is the key to designing a habit-forming product?
The key is designing products that are reliable, intuitive, and consistent. Users should feel the product “keeps its promises” by performing flawlessly in expected ways while offering subtle surprises that delight. For instance, a Braun product should make you think, “Of course, that’s how it should work!” Eliminating frustration and creating a sense of trust encourages repeated use, making the product an indispensable part of daily life.
“At the heart of it all lies the Braun Haltung — a belief system that inspires lives of less but better. It reflects the evolution of human habits through understanding and the creation of quality designs that stand the test of time.”
If you had to choose: what are three Braun products that you think are most reflective of intuitive and habit-friendly design?
Braun SK2 Radio
Its one-piece housing replaced multiple parts, reducing complexity while enhancing durability. Incredible when compared to other products of 1953 to 1955.
Braun ET66 Calculator
An icon of intuitive design—each button visually presents its associated function, making calculations effortless – What is the most important function on a calculator?
Braun Citrus Press MPZ22
Designed and produced for the first time in 1972, still on the market today! Over 50 years on the market, unchanged. When was the last time an orange changed? Why should a juicer?
Can you share a Braun product that has impacted your own habits/routine?
The ceramic watch I wear daily holds a special place in my life. I had the honor of working on its creation around 2012, and every time I wear it, I feel a deep sense of pride and gratitude that it exists. Its design reflects a modern interpretation of Braun’s values, proving that simplicity, functionality, and durability transcend trends.
“When a product feels natural and dependable, it integrates seamlessly into daily routines. Simplicity also reduces friction, leaving users with a sense of trust and ease that keeps them coming back.”
Habits often develop when people feel emotionally connected to their tools. How does Braun’s design philosophy aim to foster such connections?
Braun products foster emotional connections by being trustworthy, durable, and surprisingly intuitive. The attention to detail — like a tactile button press or a satisfying click of a cover — creates a sense of quality and care. This builds loyalty and even affection, as users come to rely on their product not just functionally but emotionally, knowing it will serve them for years to come.
Why do you think it’s important for design to not just accommodate existing habits but also inspire new ones?
Design has the power to shape behaviors and improve the world we live in. While it’s essential to support existing habits, inspiring new ones can lead to transformative ways of living. Braun’s unique journey has influenced countless design leaders worldwide, showcasing a reductionist approach that goes far beyond aesthetics — it’s about purpose, clarity, and enduring impact.
One of my greatest joys is sharing insights into Braun’s rich history, from the pioneering vision of the Braun brothers to the groundbreaking collaboration with the Ulm School, and the enduring legacy of Dieter Rams and his team. At the heart of it all lies the Braun Haltung — a belief system that inspires lives of less but better. It reflects the evolution of human habits through understanding and the creation of quality designs that stand the test of time.
In today’s world, where sustainability and longevity are more relevant than ever, this approach offers solutions that not only meet needs but also improve lives. Passing this philosophy on to the next generation of designers has become a personal mission, ensuring that ‘Good Design’ continues to shape a better future for all.
Benjamin Wilson is an Industrial Designer and the Global Technology & Design Communications Lead at Braun. His mission has been to share with the next generation the idea of the Braun Haltung, or the unique Braun way of creating products, and that Good Design is Useful, Simple and Built to Last. Haltung is a word he enjoys using even with non-German speaking designers and entrepreneurs as it reflects a visionary approach to design that leads to a particular corporate culture, identity and, eventually, iconic products.
