ã€World Wide Web Reporter Lindy】 Recently, Sony has quietly captured the spotlight, and it's all thanks to its distinctive design approach. The tech giant, known for its innovation, is once again making waves with a fresh perspective on design.
At the end of September, discussions emerged about the lack of change in Sony's mobile phone design. In response, Kenichiro Hibi, General Manager of Sony India, shared his thoughts: “Whether or not we will change our design language is something we are currently considering. Our OmniBalance (full symmetry design) has been around for many years now, and we're planning to introduce the next generation of products. Everyone can look forward to our new design.â€
Moreover, according to Japanese media reports, Sony has decided to bring back the technical developers who originally designed the AIBO robot dog (which was discontinued in 2006), aiming to recreate the beloved product. With advancements in AI technology, Sony seems to have found new inspiration. This updated version is expected to be released in spring 2018, integrating artificial intelligence into its features.
In June of this year, the book “Sony Design, Shaping the Modern†by cable powder was introduced in China for the first time. Notably, the font used in this publication is Sony Fonts, marking the first time it has been widely used in domestic publications. This small but significant detail highlights Sony’s growing influence in the design world.
To gain more insights, the Global Network Science and Technology reporter interviewed Mr. Seiji Yashiro, Manager of the Sony Shanghai Design Center. He emphasized, “Design has always been Sony’s most cherished brand value, and it is what truly sets us apart from others.â€
Photo: Nihon Okazaki, General Manager, Sony Shanghai Design Center
The Constant Design Concept: The Pursuit of the Ultimate
Regarding the industry's perception that “Sony is an engineer's culture rather than an artist's culture,†Seiji Yashiro disagreed. He stated, “The best Sony product is a perfect blend of engineering and creative design. Our design philosophy has never changed. Our starting point is always people-centered, meeting user needs.â€
Picture: Inside Sony Design, Shaping the Modern Page
However, under the ever-changing landscape of product design and market demands, Sony faces continuous challenges. The Sony Design Center in Shanghai is constantly evolving. “I think once we stop changing, we lose our creativity. It’s part of Sony’s design style to never settle, never give up, and keep challenging ourselves. Now, to lead the industry, we are continuously researching, discovering, and creating new products and services that align with current trends,†said Shigang Gang, a reporter for Global Technology.
Xi Gangjing admitted that balancing design concepts with business sense is also crucial. “We achieve this balance through certain management strategies. For example, different design teams led by the chief art director discuss and respect each other’s ideas.â€
Explore the Unique Insights of Human Nature: Resonate
When asked about the most satisfying design, Shigang Jing told the Global Network reporter, “It’s furniture design, especially chairs. One of my favorite designers was Hans J. Wegner, born in Denmark in 1914. His masterpiece, the Y-chair, remains one of the most iconic designs in history.â€
Hans Wegner was one of the greatest furniture designers of the 20th century. In the 1950s, he made Danish design popular worldwide. His designs were timeless, respecting tradition, culture, and nature while embodying a modern aesthetic filled with human warmth.
Returning to Sony’s design philosophy, the company has focused on capturing the essence of product manufacturing. As former chairman Akio Morita once said, “The goal is to make products that ‘tug at the heartstrings.’†Based on this sensitive understanding of customer needs, Sony’s craftsmanship has surpassed the design trends of the time, leading rather than following.
What are the top qualities of a designer and good design? Seiji Yashiro believes, “A good designer must not only understand design skills but also have the professional sense to control every 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 design field expands, talent management becomes increasingly important. This means that every designer needs to go beyond their traditional skill set and think creatively.â€
Regarding industrial design, Seiji Yashiro sees two major trends: First, more independent designs from small startups, and second, “Global Design,†exemplified by smartphones and networked devices, driven by globalization. “Less is More†is the characteristic of good industrial design in his view. “Complex functions and too many devices often confuse users,†he said.
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