Introducing the cutting edge of global branding design!
In today's world, where society has matured and it is becoming increasingly difficult to differentiate products and services from the flood of the market based solely on functionality, quality, and aesthetic beauty, designers are increasingly required to design "things." One of the areas where such design is put into practice is the field of branding design, which is the subject of this special feature, but modern branding design cannot be achieved by simply designing excellent corporate identities and product packages as in the past. A necessary condition for a successful example is that the things and things are designed based on ideas that are consistent with the company's philosophy and organizational management, such as whether they are products and services that are transparent and sustainable, that are considerate of a better society and the environment, and whether they are businesses that create fulfillment and prosperity.
In this increasingly complex field of branding design, the thought processes and methods of embodiment cultivated by graphic designers have been organized and summarized as an approach that can be applied by people other than designers. Designthinking has been attracting attention as a global trend since around 2010. Specifically, it is a guideline for designers to realize the needs of clients and consumers within economic and technical constraints, and it is a human-centered approach that places emphasis not only on functionality but also on emotional value. Through person-to-person communication, ideas are shared and empathized with, and from there, needs and problems are identified and ideas are embodied. Furthermore, it is a process-oriented proposal that improves concepts through repeated trial and error.
This way of thinking, which was proposed in the United States, has received a great response in Japan as well, with many related books being published as an innovative idea that will change business, but the idea that "anyone can adopt it" has taken on a life of its own, and it has been mistakenly accepted as an instant business theory. The penetration of the broad definition of design, such as "design = problem solving," has led to the misunderstanding that any problem can be solved with design, as if "design" were a magic word.
Therefore, this special feature will feature seven design studios from Japan, Asia, Oceania, the Middle East, Europe and the United States, and introduce practitioners of human-centered design who are not only fulfilling their clients' wishes, but also exploring the manufacturing environment that suits them and realizing vibrant work. Through their approach to manufacturing, we hope to reconsider the way of thinking originally advocated by "design thinking" and find hints for updating it into a better form.
Edited by IDEA Editorial Department
List price (tax included): 3,300 yen
Release date: September 9, 2022
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IDEA No. 399 (October 2022 issue) | Seibundo Shinkosha Co., Ltd. (seibundo-shinkosha.net)