A New Year's Resolution for the Design Community

I met with an investor from one of the so-called “eco- friendly” retailers who was considering hiring me as a consultant. In the meeting he asked me to basically look at Pottery Barn's catalog covers for the past five years and copy the styles with a spin toward his new brand. I ended up offering some friendly advice and did not take on the project, suggesting instead that the company could do much better with original ideas and products.

Now as economic woes continue the collateral damaged may include such sameness that seems to pervade the home industry. So, as we approach a new decade what will home furnishings look like in 2010 as both consumer and corporate budgets get slashed?

To answer this question I have two approaches.

Let’s start with Dieter Rams the industrial engineer most closely associated with Braun. Many of his designs have a home in the permanent collections of museums around the world. Thankfully Rams offers us his ten principles of good design.

Note to designers;
Please print this list and post this where you can read it every day.

• Good design is innovative
• Good design makes a product useful
• Good design is aesthetic
• Good design helps us to understand a product
• Good design is unobtrusive
• Good design is honest
• Good design is long-lasting
• Good design is consequent to the last detail
• Good design is concerned with the environment
• Good design is as little design as possible


What really makes Braun and other Rams designs stand out for me the most is number 7; the long-lasting qualities. I have a number of Braun products that are twenty years old that work and still look great.

The second place we go for inspiration is Japan- by way of the Jacob Javits Center in Manhattan.

The Japan External Trade Organization or JETRO set up a section of the ICFF trade show in New York this year. The International Contemporary Furniture Fair features furniture and accessories and also displays a number of student design projects that have not yet made it to production. JETRO curated an exciting and innovative presentation of items and offered a catalog that explained how they were chosen.

According to the literature all these items on display had high Kansei value, or emotional and physical appeal to the user.

Kansei is manifested in three ways:
1. Hyōjō - The expression of an object or its appearance. This includes material, color, texture; all the qualities visible to the eye.
2. Dōsa- The creator’s gesture or intent or how the body physical response to the object; for example how it feels to the touch.
3. Kokoro- The emotion an object evokes. This psychological dimension is the most abstract but most prized by Japanese designers.


All photographs copyright Vitsœ.



www.JETRO.org/

www.ICFF.com/