Design of familiar objects and the judging perspective

Hamada: Units 1, 2 and 3 generally involve the evaluation of tangible objects. Unit 1 covers wearable items and health care products.
The covered products include everything from wristwatches, smart watches and eyeglasses to diapers and enema. We try out the items as much as we can and refer to evidence that points to their functionality etc.
Closely tied to our lives, these products in Unit 1 may all belong to the phase before being evaluated in terms of this year's theme of "beauty and resonance." Nowadays, many people make a purchase online without seeing it in person. Under such circumstances, having a G-mark on the product gives it a way to differentiate itself. Therefore, with that in mind, we judge the products.
We also do our best to do our homework, taking into consideration where the product stands compared to industry standards, its positioning and everything else that is not provided in the application form. As a matter of fact, only products that can prove themselves to be special win the awards.

Towel [Cotton Pile Towel Series]

Hamada: Taking this towel as an example, it is meticulously designed in the sense that it considers user friendliness and other factors that can be updated.
While making sure that it incorporates new functions, we also evaluate each item based on whether it communicates the features to the users in an easy-to-understand manner and whether it includes a proposal for the way of life and way of thinking. This applies not only to the products in Unit 1, but also to some of the works that won this year's Good Design Award as well as the special awards.

Miyake: I was in charge of Unit 2, which deals with the category of stationery and products for children. This is a wide-ranging category that looks at the usefulness as products as well as the educational aspect that demonstrates the know-how of teaching. In the evaluation process, one of the most important factors is to see how the product connects with people, whether its existence helps people achieve a certain objective and what kind of value it contributes to people. This also means looking into its aesthetics.
As the products evaluated in Unit 2 are something that we use every day, we also consider the pricing and affordability in our evaluation. Presenting a good balance in terms of all these factors is another important element in the judging criteria.

Ruler [MIDORI Nonslip Aluminum Ruler] (GOOD DESIGN BEST100)

One notable example among Unit 2 products is this ruler that achieves through the power of design the act of cutting paper straight and drawing straight lines. Instead of adopting a lavish design to highlight its beauty, the product had thought through from the beginning what it takes to draw a straight line. It presents a case in which design is meticulously planned by considering what kind of objective the user would want to accomplish and how he/she would recognize value.

Stapler [HD-10TL] (GOOD DESIGN BEST100)

Selected as one of the Best 100, this stapler looks like a run-of-the-mill stapler at first glance but it is actually well designed for super heavy users such as those working on the factory line to staple documents thousands of times a day. Requiring little force, the product wisely intervenes with the way people live by incorporating features that make it the least stressful for users.
In the process of evaluation, each company's stance toward the environment repeatedly came up in the discussion. In this case, it was mentioned that maybe staples are not very environmentally friendly. As there are still offices and other workplaces that cannot eliminate staplers entirely, there is not a good alternative as of yet. So even after considering those factors, we concluded that this stapler still offers the best solution at the moment.

Yamada: Unit 3, which I took part in the evaluation, is a leisure and hobby category that groups together items that covers fun activities. Products for hobbies are highly specialized, and include fishing and golf equipment. These items are challenging to evaluate as they require a certain level of technical know-how and expertise.
The judges actually go see some experts and connoisseurs to learn more about different fields for their reference. The judging process in this unit is special in the sense that it involves picking other people's brains.

Considering the fact that this year's concept of the Good Design Award is "beauty and resonance," Units 1, 2 and 3 are relatively easy to evaluate as they deal with tangible objects. "Resonance" to me is like multiplication and building a relationship with users. The product does not stand alone by itself but rather involves being multiplied with something else, which is one way of creating resonance. Moreover, meticulously designing the "act" of using the product, as in drawing a straight line using a ruler, is something that builds a relationship with users. Because this genre deals with hobby-related items for individuals, it was discussed that it is difficult to multiply it with something like social significance. Therefore, it was quite a challenge to review in terms of "resonance."

Table Tennis Table [PARA PINGPONG TABLE]

This para ping-pong table is a product that applies two different rules when an able-bodied person and a physically challenged person play a match.
For example, the table has one side with rounded corners and the area on the side is larger than the other, so that it becomes more difficult for the player on the side to defend and creates a handicap. This product offers a wide variety of table types. Developed with the intention of promoting awareness for the Paralympics, this table tennis table has been used in a variety of events held by the company. Among the many products in this category, it excels in creating resonance. Come to think of it, despite the fact that Tokyo Olympics is coming up, it seemed that there were not many entries that had to do with sports.

Direct Drive Turntable System [Technics SL-1200MK7] (GOOD DESIGN BEST100)

Among the entries in this unit, some products have gone through a renewal or facelift after many years, a few of which won the Good Design Best 100.
One noteworthy product is the turntable from Technics. Products in this genre are especially considered to have already gone through enough updates. This record player has been renewed for the first time in over a decade. It is a classic that has been cherished by many for a long time, and it almost seems like the appearance of the new product hasn't changed much compared to the previous model. However, the components and manufacturing method have actually evolved despite the hiatus from a model change. The detailed areas are modified for a more refined look. As per the request of young DJs, the turntable is reasonably priced at less than 200,000 yen for two. We heard that many efforts were made on the manufacturing level to make this happen.
I was quite pleased that a product that looks the same but actually has gone through a major renewal was selected for Best 100.

Nail Clipper [suwada nail clipper] (GOOD FOCUS AWARD [ Design of Technique & tradition])

Hamada: This product has received the Good Focus Award as well. The manufacturer is based in Tsubamesanjo in Niigata and is well-known for its nail clippers that have won the G mark. Apparently nail clippers are constructed in a way that only allows the outer blade to be sharpened. The hinge structure of this product allows these clippers to open up and enable the edges to be sharpened from both sides. This may seem like a standard design, but it is a beautiful feature. Another unique attribute is that adopting the special mechanism has allowed the company to offer a blade sharpening service. Nail clippers generally last only a few years as the blades become dull but users can send these clippers after they have lost the edge to the manufacturer for re-sharpening. I was impressed by the company's sustainable manufacturing practice. This service probably doesn't bring in any profit, but it does foster fans that would use the product for a very long time and also draws attention to the manufacturer's efforts. We highly evaluated the company's craftsmanship that looks ahead into the future.
I thought it is admirable for the company to take a product that has reached maturity and find ways to update it and add a new service so that users can use it for a long time. I also believe that it presents a perfect case in which a company that dedicates itself in making traditional crafts in rural Japan develops a product by renewing it little by little.

What it means when a product reaches maturity

Miyake: It is difficult to say what maturity means in a product. This is going to overlap with what I mentioned before for Unit 2, some people may say that making small modifications like slightly changing the shape of a stapler has been overly done. However, I have been pleasantly surprised to know that there is actually a lot more that could be done if you delve deeper into how the product would be used and how it could connect with users. Many rulers and staplers appear to be the same in terms of functions, but there are many things that could be done to differentiate the product. I hope to see many more products like these in the future.

"toio" Format Title [Papercraft Creatures - Gesundroid] (GOOD DESIGN GOLD AWARD)

Miyake: You have to actually see this product moving to understand that the movement has meticulously been designed. At first glance, it almost looks like a kit to assemble your own electric toy, but it actually is different in the sense that the digital factor does not get in the way of how to construct it and how to play with it. Maintaining the "constructing and playing" part as the main concept, it modestly adds on the digital elements. We are starting to see something new in maturing categories to make them evolve further. This made me think that the word "maturity" is becoming harder to define.

Acoustic guitar [STORIA]

Yamada: Speaking of maturity from another perspective, as I wrote in the unit review, we have been receiving more and more entries from other countries for Unit 3, especially those for earphones and other smartphone accessories. In light of such trends, this guitar, which has been proposed as an instrument for beginners and young guitar players, takes into account fine details like the smallish size perfect even for women and the material that blends in with home décor. I realized that you don't really see countries other than Japan offering such features in instruments. The field of musical instruments has reached maturity. While we rarely see entries from other countries, the ones from Japan are always top-notch. The same applies for fishing equipment. Entries from abroad are pretty much nonexistent.
That made me think that maybe Japan has it down to a fine art when it comes to offering top-level products that exhibits craftsmanship. The manufacturers devote themselves in making a good product even if it appears to have reached the stage of maturity. That's the impression I had when looking at this instrument.

Stopwatch [TD-417]

Yamada: There might not be a category more mature than the one for stopwatches, whose function is pretty simple: press the button and look at the display to measure the time, that is all [chuckle]. This product has reexamined and redesigned the simple features of a stopwatch to make it lightweight and easy to hold, press, see and operate. This type of strong passion for product development is rarely seen in companies from other countries. It may be peculiarly original to Japan, but in a good way.

Tricycle [D-bike dax]

Miyake: This sophisticated tricycle is designed in a way that allows for a long-term use so that a toddler can continue to use it until he/she grows into a small child. The seat is elongated, which tends to make a tricycle look less refined and rather clunky. This product actually looks at what could be a flaw to make it into something positive by naming it after dachshund for its slightly disproportionate yet adorable appearance. I was impressed how they successfully turned a negative factor into a positive one through a different perspective and the power of design. The tricycle has a tail-like attachment at the end of the seat that allows the body to be folded down when pulled. Such feature goes perfectly in line with the dachshund design, tying the whole concept together through design.

Depth of design realm and selection of category

Yamada: This is MIZUHIKI GIFT [STAND HANAWA], an envelope used to put congratulatory gifts of money. It would normally be categorized as stationery but the entry came in as a hobby item for Unit 3. When we had the opportunity to talk directly to the applicants at the interactive hearing, we were able to hear some behind-the-scene stories that we wouldn't have known by just looking at the product and paperwork. Through the judging process, I feel like we were reminded that the custom, culture and act of gift-giving are something that could be categorized as arts and crafts. When I saw this entry in the leisure/hobby category, I wondered why at first, but now it makes total sense. Mizuhiki, the string decoration attached to the envelopes, generally cannot be reused. But the nice-looking envelopes are hard to throw away especially when you receive them as a gift. The designer applied for the leisure/hobby category with this product because she thought that, unlike stationery which actually does not really embrace the act of giving due to its more disposable nature, this product focuses more on the crafting element. We were able to see the passion of the project manager, designer and company through its creativity in choosing the entry category as well as the descriptions and expressions in the forms for the first screening and on-site display for the second screening. All this makes this case so interesting.

The importance of how to fill out the applicant forms

Miyake: For example, there was an entry that made me think it was for package design when I first looked at the paperwork and the visual photo for first screening. At the second screening and interactive hearing, I found out that they meant to tell us about their spirit of craftsmanship. We were impressed with what they had to tell us, but the submitted forms looked like they wanted the package evaluated. Therefore, when registering an item, it is important to choose texts and photos that best show the feature you wish to highlight in order to deliver the right message to the judges.

Hamada: I definitely feel like there is a gap between the product feature that the applicant wants to focus on and the product trait that should be put forward. Because those involved in the project tend to have a subjective view that makes it hard to properly organize the information, it is best to take an objective perspective when sorting out the characteristics or have a third person look at it. This makes it easier to accurately deliver the message to the judges as well as the general users.

Summary: The future of craftsmanship

Hamada: We know that the companies and designers are dedicating themselves to craftsmanship so we want to be able to properly evaluate their efforts through the judging process.
The trend we see at the moment is a mixture of a circulation economy and a mass consumption society, which is also one of the key points in this category. The drive for a recycling-oriented society is especially strong in Europe. Circulation economy calls for a different style of consumerism and sometimes may require consumers to accept some inconveniences. It may pose some limitations and restrictions on product development, which could be balanced out by adding an element of comfort. This approach may be very important for products in the transitional phase. In other words, I would advise that designers should calmly analyze what kind of products change people's behavior and deliver their true intentions instead of promoting newness. And we, judges, want to evaluate the product by taking that point into consideration.

Miyake: In this year's evaluation, we heard many stories about environmental issues and waste materials, and I believe it is essential to address these issues. In recent years, we have seen the streamlining of many designs, which makes products easier to use and ecologically sustainable. However, it is becoming questionable whether streamlining is the best way to go when you think about how people connect with products and contemplate on user-oriented designs.
I personally think streamlining is good, but the motive behind it should be passion.
In order to make design more interesting, it is important to have enthusiasm, so I am hoping to see design move toward that direction. I anticipate to see many more products with passion for the Good Design Award in the future.

Yamada: Hearing what you just said, I realized that environment and passion are two very different things but both equally important. The imminent recycling-oriented society is pressuring manufacturers to not produce any plastic bags, which has affected my work of distribution and retail. I got the impression that this trend is real.
Though my work, I feel that businesses and industry as a whole need to be susceptible to such a strong social movement.
I believe that keywords such as recycling-based society and environment will continue to hold an extremely important place in the Japanese market.

On the other hand, we have discussed the challenge of evaluating in terms of "resonance" in Unit 3. While we had an impression that entries for gardening and outdoor equipment shined this year, I felt that developing an outdoor equipment with a survival/disaster prevention factor could make resonance or multiplication possible. For example, it would be wonderful if we start seeing high-quality outdoor gear that are designed to be used in the event of a disaster.