Natural speed please
As I have described before, we also design consumers' perceptions.
It would not be an overstatement to say that this is the way how we define the word "designing' in our company.
We introduce a metaphorical technique to express consumers' perceptions in our designs.Using metaphors into a design is the resource of ideas and also the strength of our design.
We may often see metaphors attached in designs elsewhere.
However, most of them are based merely on visual sense alone.
In our cases, metaphors are mostly based on all of our five senses, namely sight, hearing, touch, smell and taste, which altogether enable us to associate rich and complex memories with our brands.
This is a traditional approach for designing in Japan and also called “Mitate” in our language.
Mitate has also been long used in “Chanoyu”, or our traditional tea ceremony, and “Haiku”, or the shortest poetry since early times.
