Design is composed of various elements perceived by human senses such as; line, shape, form, color and material. Design influences the competitiveness of economies of the countries in the world market. In the second half of the 18th century, the need for designing industrial products increased significantly. For the first time in 1836, the London Design School was established and the Schools of Applied Fine Arts were opened for the first time in order to give design education. In Germany after the Second World War some schools were re-planned as Applied Arts Colleges. Dieter Rams, who was graduated from Applied Arts College, started to work as a industrial designer in Braun Company in 1955. Dieter Rams publicized a statement that "Less but better! Much fewer but much better ". With these headwords he changed the design language decisively. Rams gained a reputation in the design world with his 10 basic principles for good design.