The History and Future of Japan s Design Policy

Transcription

1 The History and Future of Japan s Design Policy Takeshi Hirose Director Design Policy Office Ministry of Economy, Trade and Industry November 27 th, 2008 Asia Design Network Conference 2008 in Osaka

2 1.1 Overview History of Japan s design policy Current major design policies 1. Good Design Award 2. Kansei Initiative

3 1.2 Overview of Japan s design policy 1. Good Design Award to encourage recognition of individuals and corporate efforts for good design 2. Law enforcement for preserving original designs design registration system Act Against Unfair Competition 3. Development of human resources vision and program/curriculum development for the development of human resources 4. International cooperation through design delegation of design professionals/trainings 5. Community/SME development through design Association of Design Trainers

4 2.1 History of Japan s design policy 1 Design promotion by the government 1928 Ministry of Economy and Industry, Craftwork Training Center (in Sendai, Japan) -Established for the purpose of revitalizing rural industries thatthrough the power of design -Joined by Bruno Taut, Katsuhei Toyoguchi, and Isamu Kenmochi Closed in 1998

5 2.1 History of Japan s design policy 2 Design promotion as acts against copying 1957 Good Design Selection started (G-mark) Establishment of Export Inspection Law 1958 Establishment of Design Policy Office in MITI* * MITI changed its name to METI in Establishment of Design Promotion Council (- 98) - analyzed problems and solutions of Japanese designs Promotion of exports Action against design copying 1959 年 Establishment of Exported Product Design Law Law against design copying

6 2.1 History of Japan s design policy 2 Design promotion as acts against copying 1961 Report of Design Promotion Council Center for design promotion Design exhibitions, etc Establishment of JIDPO (Japan Industrial Design Promotion Organization) 1981 Establishment of JDF (Japan Design Foundation) 1997 Abolishment of Export Inspection Law and Exported Product Design Law

7 2.1 History of Japan s design policy 3 Design promotion for building brands 1998 Abolishment of Export Inspection and Design Promotion Council Privatization of G-mark From original design to brand establishment 2003 Council for Strategic Use of Design Proposal for strategic use of design as brand establishment 2007 Announcement of Kansei Initiative Establishment of Kids Design Award Promotion of new values in manufacturing

8 2.2 Council for Strategic Use of Design 2003 Report of the Council Proposal for policies to encourage the strategic use of design as brand establishment and the enhancement of industrial competitiveness Enhancement of coverage for copyright in registered designs, database of registered designs Amendment of Design Law (April 1 st, 2007) Overseas exhibitions Kansei: Japan Design Exhibition (Dec. 12 th to 21 st, 08, Paris) Prizes for companies/ designers Design Excellent Company Award (2005-)

9 3.1 Good Design Award Created as a policy measure to bring about the simultaneous development of everyday life and industry 1957 Good Design Selection 1957~ ~ Operated by MITI Operated by JIDPO Canon L Good Design Grand Award 34,785 designs received awards. Toyota iq

10 3.2 Evolution of Good Design Award 2008 Sustainable Design Award Exciting. Enriching. Enlightening. Envisioning the future. Evolving society. For our future. The Good Design Awards. Dual Mode Vehicle Hokkaido Railway 2005 Good Design Grand Award The Demand Side of Our Near Future Many products that are developed to satisfy the demand expected in the near future are granted awards such as Sustainable Design. Nanopass iq 33 Terumo Corporation

11 4.1 Kansei Initiative The need to make truly fulfilling products Asia Design Network Conference 2008 in Osaka We believe that products with stories behind them - the stories of professional workers spirit and commitment - are the best products to pursue. The need to actually sell these products We believe that it is important to educate consumers as well as for companies to invest more in marketing and branding. Using KANSEI to Create Economic Value Material fulfillment Manufacturing Emotional fulfillment Communicating a story 作り手 Manufacturer Appealing to users emotions Sprit こだわり Commitment スピリット Joint creation KANSEI Value 使い手 User Users empathy with manufacturers Focus こだわり Interest 興味

12 4.2 Examples of Kansei Value Products Web Platform, IH Cooking Heater Leveraging users knowledge for product development The collaboration between users and makers creates new products and new markets. Cuore ed Amore, Baby Clothing The commitment of workers We use leading-edge nano-technology to achieve the best sense of touch. The excitement of users There are 100 traditional Japanese colors to choose from!

13 4.3 Kansei: Japan Design Exhibition Kansei: Japan Design Exhibition Kansei: Japan Design Exhibition, the first event of the Kansei Initiative, will be held in Paris at the end of this year to mark the 150 th anniversary of diplomatic relations between Japan and France. Some 120 products with Kansei values will be exhibited. Period: December 12 th (Fri.) to 21 st (Sun.), 2008 * Opening Reception on 11th Venue: Les Arts Decoratifs (Paris, France) Sponsor: The Ministry of Economy, Trade and Industry, Japan; Japan External Trade Organization Co-sponsor: Les Arts Decoratifs A concept exhibition showcasing Japanese keywords

14 4.4 Kansei Museum Kansei Museum Kansei Museum will be the first domestic event, to be held in the center of Tokyo in January next year. Sixty products will be exhibited, along with seminars and events that visitors can attend. Period: January 23 rd (Fri.) to 28 th (Wed.), 2009 * Opening Reception on 22nd Venue: Spiral Hall (Omotesando, Tokyo) Sponsors: The Ministry of Economy, Trade and Industry, Japan; The Organization for Small & Medium Enterprises and Regional Innovation, Japan An exhibition based on five concepts: environment, materials, technology, collaboration, tradition

15 5 Summary Japan s design policy started as acts against copying in industrial designs. The G-mark has been a very important driving power of Japanese design. It has evolved from consumer goods to new arenas such as housing and medical devices. The trend from mass production to a human-centered approach and sustainable design is happening worldwide. Japan is working on developing this new value since we are facing environmental and demographic problems. One approach is to globalize the G-mark. We will globalize the award as well as promoting designs to satisfy the demand expected in the near future. Another approach is the Kansei Initiative. We promote designs that appeal to users, not buyers. We are also promoting this concept both in Japan and overseas.

16 Thank you for your kind attention!