Aspire to have a glimpse of design principles of Korean-based Samsung? TG got a chance to listen to a talk but it was completed in such a hurry that not much details got answered.

Samsung Design China managing director Jin Jae-han, in his ”Create an Emotional Journey of Design” conference conducted in Shenzhen, divulged his design philosophy as follows:

Why Design?

Not only design can create physical value including basic product value, it can also add symbolic valueto customers. Symbolic value is all about value-added, premium services and company brand. In Samsung, we believe that 21st Century is the “Time of Culture” and that “knowledge asset” determines the value of an enterprise.

What’s Design Strategy of Samsung?

Samsung has three layers in developing its design strategy over a period of five-year plan. We have developed an identity for our products In 2006, attaining the goal of product leadership. From 07 to 08, we are eager to develop brand leadership, hailing “Originality’ as the highest concept in an attempt to achieve the gold of premium design. By tapping ourselves into our culture value, we are getting ready for creating emotional experience, fighting for cultural leadership by the end of 2010.

What’s Emotional Experience?

Emotional Experience is composed of three major components: DESIGN, INTRIGUE and DELIGHT.

  • Design: From the first impression to catch the visual charming
  • Intrigue: Continue the intuition and interesting discovery
  • Delight: A story that can bring inspiration, enlightenment and enriched value

What’s a good design?

A good design is how to make a brand, attract customers and make money.

 

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