Li Vanchang: Technology must have the power to soothe the heart

Wen/Li Vanchang today, I want to talk to you about a topic: The Life of science and technology. It sounds like the reverse mirror image of a popular concept in previous years: the Technology of life. At that time, the consumer electronics industry seemed to have a strong impulse to embed technology in life and emphasize technology. But what is the technology of life? The core of it, I think, is that technology should have a soothing power. If life science and technology is technology, then the scientific life is the joy of life. Let me give you an example. 2012, 2013 is the first year of wearable equipment, from the beginning of the 3 year is expected to be a big development of the blowout period. But for today's wearable equipment, I think it's a very rugged bud. Notice today to see, all wearable equipment those promotional pictures, are the products are high, High-tech, but almost all of the appearance of exaggerated excessive, fine enough. Speaking of wearable, the most typical is jewelry, they are to be exquisite, beautiful. If these devices are not as beautiful as jewellery, how can you carry them every day? I used to have a lot of hand rings, but I always stick with them for two months. So I think, this field is now a very extensive origin. So this kind of equipment wants to have the real development, can let the user be willing to take every day, certainly must in the appearance and the wear design sense, the whole comfortable change. The most recent watershed in the world was the last. Before this, the laser, complex man-machine interface, long command line, such as exaggerated technology elements, they and plastic keyboard, green fluorescence, etc. in the mass culture consumption and product design language, still as the scientific and technological symbols widely appeared; and Apple in the end of the world, the rise of consumerism has been proclaimed popular trend, The tide has begun unstoppable as the ipod beats the more ingenious MD and the more Zen hard disk player,--ipod represents youth, fashion and freedom. Therefore, we can understand all kinds of hand rings, heart rate band and other wearable equipment. Its function is nothing more than the steps, the meter, recording the changes in physical signs, but its essence is more-know yourself. This is the care and concern for themselves, and, more simply, is Yue oneself. In fact, it is not only the pleasure of the enthusiasts to toss fun (this kind of fun more just appear in the early days of the popularity of the geeks of the minority interest), can even say, and girls go shopping, shopping, browsing fashion magazines, chasing emotional drama quite similar. Because it provides a sense of comfort. The consumer electronics industry has long ceased to be a mere technological pull, but it is driven by this sense of comfort. You can understand that it is no longer a pale high-tech industry, but with fashion, food, etc., emphasis on the design, emphasis on consumer sentiment in the consumer goods industry. In this era of technology and design, Apple, do we have any more pure samples worth studying? Talk about the life of science and technology, I would like to introduce a brand: no printing good products. I am a great advocate of this brand, they have been giving me a lot of inspiration: good design taste transmission of emotion so can comfort. No Printing products onlyWith a poster to conquer me, is the picture of this time. The poster was taken in 2003, and they looked for the entire horizon, the Uyuni of South American Bolivia, known as the Eye of the sky. Its whole Zen and empty inspirations can appeal to you and make you relaxed. They also go to Inner Mongolia to shoot the sunrise, is also the sense of the horizon, empty inspiration again overflowing, brand-tone expression is very artistic conception. No printing products most attracted me the first product is CD player, the designer is Shenze straight. He borrowed the classic wall fan design, a pull switch music like the wind blowing over, it is very beautiful. For example, this aromatherapy sprayer on my desk. Why does it win my love and always occupy a place on my desk? Its design you have the feeling of dialogue: rounded shape and material let people feel it is soft, can dialogue, emotional. Among them, two-stage brightness design lighting is undoubtedly the finishing touch of the pen, when the soft light, the situation in the mood of the moist. No printing products in Japan, a life of a motley. The literal explanation is no logo without logos of good products, no brand, but the product is very high quality. In the beginning it is mainly to do daily necessities, to today has covered a lot of aspects, including scientific and technological electronic products. No printing products and so on challenged the traditional brand of some theories. What do traditional brands fear most? Afraid of two points. The first is that your brand incredibly no logo, this is too weird, some products would like to put all the logo affixed, similar to LV. For brand communication, there is no logo, no corporate identity, this is an anti-traditional. Second, we are in the focus, you do a brand coverage, your brand coverage is limited, many brands can only do electrical appliances, can not do clothes, do clothes, it can not do electrical appliances. But it's basically full brand coverage, so what's the magic behind it? Everyone felt very curious. It was born in 1980, the postwar 80 's Japan developed to too much to pursue the stage of consumption, many products are in the design of excessive decoration, and later no printing good products claim to design just enough product: this is fine. It is designed for demand, not designed for desire, but it uses the world's best designers, using the best production processes and links, with reasonable price output. This is like millet, today we do mobile power, we use world-class quality and technology, but we sell 69 pieces. So compared with the Muji, where is the boundary of millet? This is actually a very interesting question. When no printing products were first created, the first designer called Ikko, is today a great graphic designer, he started in the definition of no printing good products, said three very core words, he thought to do this brand, to have good products, good promotional information, good display environment. He set the tone at the outset, must have the best products, in the dissemination of expression to have the most extreme spread, so you can see they have more than you think of posters and products posters, including its store design. They attach great importance to the ambience of the store. The details he had, for example,He will remove the ceiling, let the pipe straight dew, put the container and brand as far as possible are handmade natural. At that time, they were looking for a basket, often went to the folk to find the traditional crafts, this is what they do. It was his practice to highlight the natural sense of the family. I think the characteristics of the Muji is that we go to see when, in fact, can feel the beauty of the product, the spread of the United States, including the beauty of space, which is very worthy of us to study and learn a brand. I am more praise is the original grind, his teacher Ikko definition without printing good products, the original institute further to carry it forward. The original research is the most famous designer of the Mesozoic in Japan, he is also a university teacher, is currently no printing good product design director, art director. No printed goods, no, empty is a strong design concept, is not also all, this is the original research on its entire definition. There are some experimental ideas behind his design. When he used to make a system for a women's hospital in Japan, I also liked it very much. His signs are wrapped in cotton cloth, because it is a maternity and child hospital, that environment, when you use cloth, he will feel that you are very soft, warm, no offensive. Second, the use of cloth material is a big challenge, because the cloth is very easy to dirty, but he wanted to make a challenge: if dirty, removed to wash, the user saw or white, the resulting sense of trust is doubled. You will find that all these good designs reveal the same thinking: to be devoted to things, to care for things, to inject sentient intentions, to turn lifeless industrial products into symbols of bookkeeper care for the natural life, and to fill the objects themselves with soothing emotions. I believe that a lot of people in this era are constantly awakening their fetish potential. There are good design grade products, such as the sprayer just said, such as Apple's MacBook series, when you touch it, there will be a feeling of healing. Exquisite, soft, or energetic, full of strength, the emotions expressed in these designs are in themselves a consolation to people. Just as the design world and the flat two styles, product design in the forefront of the scientific and technological sense of peace and life of the two tendencies, consumer preferences are also constantly rotation. If the history of modern consumer electronics is overview, we will find that when social and economic growth jumps, the basic science and technology has just begun to industrialized applications, electronic products, the performance of a huge leap in the span of generations, a sense of exaggeration, the design of science and technology will be a great way; The user's taste is more inclined to the technical language, the technical sense element orientation is peaceful, more tactfully melts into the life design scene. To put it simply, the former is longing for exploration and stimulation in the unknown field of the world outside the future, while the latter tends to be more inward and more concerned with the cognition, understanding and the same. The future belongs to a brand that truly understands consumer sentiment. In the rise of the Internet hardware, my understanding is that who can really give people the power of comfort, and have enough flow capacity, who can really bear the Internet hardware HealthStatus platform. Yes, these days, no printing products have just begun to sell appliances. Finally, we recommend two books, contribute to the systematic learning and understanding of the design philosophy of Muji, one is the official publication of the product design of no printing products, "No Printing good Products" (Muji book), the other is the original Institute of "Design design." This article is the first Millet official blog: Millet backyard