ã€World Wide Web Reporter Lindy】 Recently, Sony has been quietly making waves in the public eye, and it's all about its design philosophy.
At the end of September, discussions arose about the lack of change in the industrial design of Sony’s mobile phones. In response, Kenichiro Hibi, General Manager of Sony India, said, “Whether we will change our design language is something we’re considering. Our OmniBalance (full symmetry design) has been around for many years, and we're planning to introduce the next generation of products. Everyone can look forward to our new design.â€
In addition, according to Japanese media reports, Sony has decided to bring back the technical developers who previously worked on the AIBO robot dog (discontinued in 2006) to recreate the product. With the advancement of AI technology, Sony seems to have found a fresh perspective. This new version is expected to include artificial intelligence and may be available in spring 2018.
In June of this year, a book titled "Sony Design, Shaping the Modern" by cable powder was introduced in China. Notably, this book uses Sony Fonts for the first time in a domestic publication, marking a significant milestone for the font's wider use.
To gain more insight, the Global Network Science and Technology reporter spoke with Mr. Seiji Yashiro, manager of the Sony Shanghai Design Center. He emphasized, “Design has always been Sony’s most cherished brand value. It is what sets us apart from others.â€
Photo: Nihon Okazaki, General Manager, Sony Shanghai Design Center
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Regarding the industry's perception that Sony is more of an engineer's culture than an artist's, Mr. Seigang Yasuo disagreed. He stated, “The best Sony product is a perfect blend of engineering and creative design. Our design philosophy has never changed. We always start from a people-centered approach, meeting user needs.â€
Photo: Inside Sony Design, Shaping the Modern Page
However, under the ever-changing landscape of product design and market demands, Sony faces evolving challenges. The Sony Design Center in Shanghai continues to evolve. “I believe once we stop changing, we lose creativity,†said Shigang Gang. “It’s part of Sony’s design style to never settle, never give up, and keep challenging. To lead the industry, we are constantly researching, discovering, and creating new products and services.â€
Xi Gangjing also highlighted the importance of balancing design concepts with business sense. “We achieve this balance through management. For example, different design teams led by the chief art director discuss ideas while respecting each other.â€
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When asked about his favorite design, Shigang Jing shared, “I particularly admire furniture design, especially chairs. One of my most admired designers was Hans J. Wegner, born in Denmark in 1914. His masterpiece, the Y-Chair, is a true classic.â€
Hans Wegner was one of the greatest furniture designers of the 20th century. In the 1950s, he brought Danish design to the world. His work didn’t follow trends but respected tradition, inherited culture, and appreciated nature. His designs were modern yet deeply humanistic.
Returning to Sony’s design, the company has focused on capturing the essence of product creation. As former chairman Dahe Dianxiong once said, the goal is to make products “tug at the heartstrings.†Based on this customer-centric concept, Sony’s craftsmanship has surpassed the design trends of the time, leading rather than following.
What do top designers and good design require? Seigang Yashiro believes, “A good designer must not only understand design skills but also have a professional eye for detail and strong communication abilities.†For Sony’s designers, “our design includes three areas: industrial design, human-machine interface design, and visual communication design. As the field expands, managing design talent becomes increasingly important. This means every designer must go beyond their own skills and think beyond traditional design perspectives.â€
Regarding industrial design, Seigang Seijeong noted two major trends: First, more independent designs are emerging, with small startups offering innovative product and service designs. Second, there is a growing trend toward “Global Design,†exemplified by smartphones and networked devices, driven by globalization.
“Less is More†— this is the quality that a great industrial design should possess, according to Seigang Yasuda. “Complex functions and too many communication devices often confuse users.â€
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