In the first part, we interviewed Eguchi and Tsurutani about the purpose and production process of the sample books created for the mobility industry and various other industries, as well as the key points emphasized during design direction. In the second part, we delve deeper into the future of the sample book.
Interviewer
Mika Nakanishi: Senior Designer, Product Direction Team, Design & CMF, Industrial Materials Business Unit, Nissha Co., Ltd.
Interviewees
Momoko Eguchi: Art Director, Life Products Team Leader, Design & CMF
Tomonori Tsurutani: Overseas Mobility Team Leader, Design & CMF
Bridging Perspectives between Designers and End-Users: Design Proposals Based on Market Trends
Nakanishi: Who do you most want to deliver the current sample book to?
Tsurutani: Primarily, I want to deliver it to designers at automobile manufacturers. Rather than just saying, “We’ve made something good,” I want to provide convincing CMF designs through specific proposals like, “People who ride in this car interior have these values, so this design will be preferred.”
Eguchi: The CMF DESIGN BOOK has multiple purposes. First, it conveys the future directions and trend information that Nissha envisions. Additionally, it’s important to showcase our research capabilities and make it easy for designers to understand. The market for Consumer electronics is vast and broad, so the sample book also serves a promotional role, making people think that consulting with Nissha might lead to interesting proposals.
Tomonori Tsurutani, Overseas Mobility Team Leader
Momoko Eguchi, Art Director, Life Products Team Leader
Nakanishi: Thank you. Can you tell me what you focus on when you’re creating the sample book?
Tsurutani: Well, incorporating trends is where we put the most effort. We have to think hard about how to express them with limited options, and sometimes it’s challenging to incorporate developing technologies. Also, figuring out how to concretize Nissha Trend Vision and balancing the overall content is important. We need to be careful not to lean too much towards certain methods while incorporating trends into designs and maintaining balance in the book.
Eguchi: In contrast to the book for the mobility industry, the CMF DESIGN BOOK can approach trend incorporation without much filtering. The designers might struggle more than the directors. While CMF designs for the mobility industry are backed by concrete research, the themes in CMF DESIGN are more abstract, sometimes leading designers to feel lost.
Nakanishi: I’ve also been involved in the design process, and CMF DESIGN really allows for free design expression.
Eguchi: That’s why it’s challenging. People often say I know the right answer. It’s difficult to guide someone who has lost their way within a single path, and sometimes the initial idea was the best. Even if you’re told “anything goes,” there’s a limit to how free you can be. Balancing that as we proceed is where our skills come into play.
Expanding the Possibilities of the Sample Book with New Technologies
Nakanishi: Lastly, what challenges would you like to take on with future sample books? And who would you like to deliver the evolving sample books to?
Tsurutani: I’d like to undertake initiatives that complement what can’t be fully conveyed through the sample book alone. The AR idea realized in CMF DESIGN 2024 is interesting, and if we can make it look like the designs are implemented in products, it could deepen customers’ understanding. We receive many requests for samples from non-mobility customers as well, so it’s important to think beyond specific fields and broaden our approach. By leveraging our current trend research capabilities, we can contribute more to the world. It would be great if we could bring such expansiveness to the sample book as well.
Eguchi: I think we’ll continue updating with new initiatives. Every year, we incorporate something new into the sample book. Last year, it was AR and videos. In the past, we created a book called WOOD for the home appliance market. Originally, the wood grain designs were made for the mobility industry, but we customized the method for home appliances. Sometimes we receive inquiries because of that book, so I’d like to continue such initiatives.
Nakanishi: Did you incorporate AR and videos to make it easier for customers to use?
Eguchi: Ideally, it should be easy for both internal members and customers to use. Especially for members of overseas group companies, it needs to be easy to understand. To avoid misunderstandings, clarity is essential. Using the sample book as a testing ground to gather various opinions is also a good idea, and if other members have things they want to try that fit the book, it would be interesting to incorporate them. Challenging new things is important, but by providing a platform where everyone can thrive, we might foster even more creative ideas.
Side Story: Backgrounds of the Speakers
Broadening Design Perspectives Acquired During University
Eguchi: I majored in graphic design and studied typography at university. I thought I would become a graphic designer, but after graduation, I stepped away from design and took a job in a completely different industry, working in the Japanese food service department at a hotel. However, because of my background in graphic design, I was transferred to the PR department where I created posters and menus for the hotel. A few years later, I joined Nissha, and in my career, my longest tenure has been in the Industrial Materials Business Unit at Nissha.
From Engineer to Designer: A Multifaceted Approach Born from a Science Background
Tsurutani: I have a science background and graduated from the Department of Mechanical Systems Engineering. My career started with working on car navigation systems and car audio, designing plastic and sheet metal parts, and light-guiding interfaces. Most of my work was related to automobiles. Later, wishing to be more involved in design, I moved to a home equipment manufacturer, where I engaged in design and product planning, mainly for kitchen design, including sinks and layouts. While the perspective on product planning is similar, the design content is quite different now.
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