Unit 4: Room for improvement even in the maturing market

Kawakami: For the screening for Unit 4, the judges held a series of discussions based on their knowledge and experience as designers while taking the time to hold the items in their hands to look at the details. The items covered in this unit are diverse, ranging from kitchen tools, daily necessities to various miscellaneous items, many of which are reasonably priced.
With majority of items already existing on the market, this category is considered to have reached majority. We were reminded that there is still quite the room for improvement and consideration. The detailed research and studies done in product development as well as the wonderful consideration given for the products pleasantly surprised the judges in many ways.
Items under review in this unit are most often strongly tied to regional industries. For example, behind ceramics and metal products we see the reality of production areas. It sheds light on various issues and challenges which production areas are facing in order to continue to utilize the traditional materials, techniques and wisdom for the next decades to come. Many award-winning works include products that came about as a result of seeking a solution for such issues.
Large corporations are also attempting to actively engage in projects, start-up businesses and brand expansion by utilizing their strengths. As judges, we took time especially to discuss the balance between the background to such activities and the degree of completion of the final product.
From Unit 4, 35 products won awards. There were many entries from small and medium-sized enterprises that work as a small team on a daily basis. Among the award-winning works, a few with notable features are introduced here together with our evaluation.

Porcelain [1616/arita japan] (GOOD FOCUS AWARD [ Design of technique & Tradition])

Kawakami: This product has been developed by a local business in the production region of Arita ceramics with 400 years of history. While potteries in this area have been around for a very long time, most have been primarily taking orders for industrial dishware. They are facing a lot of challenges, such as how to utilize the techniques that have been passed down, how to train successors and how to make the developed and crafted products known to the world. This project is a collaboration between a company and an independent designer to propose a solution to such circumstances. While showing respect for and preserving the Arita pottery tradition, the ceramics realize an unconventional design approach little by little to bring some changes to the region.
The potters in the same area may be in competition with each other but this project has removed such boundaries to bring them together as one team to revitalize the local region. This project is noteworthy because it has not only motivated the company and designer that organized it to take action, but also inspired the locals to start something. The ceramics have been on the market since 2013 and are still being manufactured, which has brought a situation that offers opportunities. We highly evaluated the project for demonstrating the power of resonance.

Tableware [HIBITO] (GOOD DESIGN BEST100)

Kawakami: This product has been developed jointly with a designer from another country to create tableware for daily use. Each item is manufactured in a production area deemed most suitable after a thorough research to make everything come together as a set. We highly praised the effort to achieve the same level of quality for all items. While a good amount of time has been spent for diligent development efforts, the prices are kept low in order to achieve the concept of "daily standard." It is also praiseworthy that it makes sure not to put a burden on the local potters by having a long-term production plan, which helps realize a reasonable price point.

Measuring Spoon [YAKUSAJI] (GOOD DESIGN BEST100)

Kawakami: These measuring spoons are made by a small company of 10 employees that has been developing/manufacturing commercial kitchen tools and making OEM products in a metal processing region. They are part of the company's line of original brand. The well-designed construction completely updates the image we have of measuring spoons. In addition to offering ease of measurement, they are designed with a shape and size that make them useful in cooking. The long handle makes mixing, scooping and washing easy, and allows you to even stir contents in tall jars without falling inside. The details are meticulously designed. We evaluated the fact that this product line factors in the fact that cooking in this day and age tends to be constrictive of time and kitchens are smaller.

Innovated incense combined with match [hibi 10MINUTES AROMA] (GOOD FOCUS AWARD [ Design of technique & Tradition])

Kawakami: A long-established match manufacturer and incense maker joined together as a team to develop this product. Lighting the match activates the incense. It is an energetic proposal by a match manufacturer whose production level is diminishing these days. In the midst of the times when the use of tools made with traditional materials and techniques is evolving, it presents an ideal team building case in which people with the same aspiration work together to solve a problem.

Both "hibi" and "1616/arita japan" arose from the intention and passion of those acting on their own initiative so that the production area can survive. The resulting products made it in the Best 100 this year because of their meticulous and aesthetically pleasing design.

Unit 5: Wide-ranging genre of household goods, in which it is challenging to develop something new

Yasunishi: Unit 5 is a wide-ranging category, further expanding the product range from Unit 4 to include household goods, caregiving equipment, disaster prevention products and religious supplies. The judges for this category are designers and experts that work closely in the field of manufacturing.
Although it includes a wide variety of products, the category does not involve much novel technology, thus new products are hard to come by. Therefore we as judges have evaluated the entries by focusing primarily on what kind of product the company proposes to the society and the philosophy behind the new product.
There were 25 award-winning works from Unit 5, which makes the passing rate rather low. We base our evaluation on the judging criteria of the Good Design Award. Even if it seems to fulfill all the criteria, we discussed to the very end whether the product really deserves to be selected as Best 100 and whether we would recommend it to anybody. Here are some of the noteworthy works that won the award.

Trash Tong [SANKA Trash tong (L/M/S)] (GOOD DESIGN BEST100)

Yasunishi: These tongs were designed specifically for picking up trash. The central feature is their simple and modern design. Made of aluminum, this trash picker is much more lightweight than its steel counterparts. The unique structure is composed of polyurethane parts and parts readily available on the market. Easy to disassemble and recycle, it has a very sophisticated way of being. We are anticipating further development by increasing the variation of polyurethane parts so this approach can be applied to products other than tongs.

Fire Extinguisher [+ Home Fire Extinguisher] (GOOD FOCUS AWARD [ Design of Disaster Prevention & Recovery])

Yasunishi: The initial response of some of the judges was "it simply painted it black and white." However, changing the color actually changed the meaning of fire extinguishers. People tend to not place ordinary red fire extinguishers in their homes because the way they look. To solve this issue, the company changed the color to black and white with a matte appearance so that it blends into the décor. Instead of reinventing the shape, the appearance was effectively redesigned.

Sensory Device of Sound [Ontenna : A user interface that enables sound to be experienced through your body] (GOOD DESIGN GOLD AWARD)

Yasunishi: This sensory device was developed as a new type of communication tool for the hearing impaired that uses vibration and light to deliver sound. The developer started working on this project when he was a university student, and then realized how to change sound into vibration. After graduation, he joined Fujitsu and spent nearly eight years to develop this product. Introduced to the market this year, this device has a highly refined and beautiful design. The switch-like device is easy to recharge and was praised for its high level of perfection as a product. For example, it was found useful in schools for the deaf to facilitate the communication between the teachers and students. Fujitsu has donated this device to schools for the deaf nationwide and held communication workshops featuring the device all over the country. This is a wonderful project that strategically combines a product with activities that promote it.

Kawakami: There are many important points in product development that make this product praiseworthy. The process of new product development starts with setting a question, which is extremely important. We can see the developer's strong problem consciousness as to what he wanted to change in what manner and what situation he wanted to create. This case is wonderful because it persuasively demonstrates that coming face-to-face with the issue at hand could expand the possibilities.
This project is commendable from the point of view of inclusive design in which people with and without disability can enjoy and experience sound together. Starting off as a question posed by an individual, this undertaking has evolved into a team project at a large corporation that created a path for social implementation. As seen in the activities promoting the finished product, we could tell that it has progressed by the resonating force of the people working in different stages. The resonating power deserves much attention.

Shelf [Alex Products Alex Shelf] (GOOD DESIGN BEST100)

Yasunishi: This beautifully refined shelf has been developed by an aluminum constructional material manufacturer whose know-how made it possible to hold weight up to 80 kg on a 10-mm panel. Despite not having experience in making furniture, the manufacturer gathered all its technologies, such as extrusion technology, to complete an aesthetically pleasing, sophisticated shelf that appeals to consumers all over the world.

Modular System Furniture [USM Haller E] (GOOD DESIGN BEST100)

Yasunishi: This modular system furniture has been developed by a Swiss manufacturer. The entry was made for the furniture's lighting system, which is built into the same frame that has been adored by users for 30 years. We highly evaluated the company's stance to maintain its classic look. Basic framing material is used for the tubes through which electrical wiring runs to make the act of turning on/off stylish. It was highly praised for setting a model for design with a high degree of perfection ensuring extended product life.

Duvet [GREY DOWN DUVET Unbleached fabric packaging series] (GOOD DESIGN BEST100)

Yasunishi: This comforter from Muji features a unique packaging. Doing away with the disposable polyester non-woven packaging that was used before, it has adopted an all-cotton bag that could be utilized for storage. Instead of simply swapping out the packaging to cotton, many improvements have been made to make it compact. The comforter itself has also been improved, so it is warm yet thin. The graphics are also highly sophisticated. Looking at Unit 5 as a whole, there were not many entries that claimed sustainability in its concept. This is a wonderful example that not only cuts out plastic, but also has changed the packaging and upgraded the product to make it more appealing.

Summary: Entries with a solid background and concept tend to be highly evaluated

Yasunishi: The recent trend seen with the Good Design Award is that entries with a solid background and concept are more likely to be highly evaluated. In addition to looking at the aesthetics, the judges assess whether the product has a clear vision as to why it was made and what it accomplishes.
Of course we do base our evaluation on the aesthetics as the theme of this year's Good Design Award is beauty, but I believe that in the end what is important in a product is that it makes people's lives richer. Whether it makes consumers want it or not is an essential factor, and that demonstrates the overall strength of the product, which generally is favorably received by the judges.

Kawakami: I believe it important for the product to be well-balanced when looked at from a comprehensive standpoint. There must be a concrete idea behind the development that demonstrates what the product is designed to solve. We must be able to imagine the lifestyle and environment in which the product is used. The development should bring richness to the future lives while reflecting the current state of the society. The product should have a beautiful appearance and fairly priced.
To be considered as good design, the product must possess a viewpoint that suggests a solution and provides guidance for the next generation. It is not easy to carefully examine a product from different angles and explore many ideas toward realization. It is an important mission of the Good Design Award to show that the variety of successful projects that overcome obstacles and point toward some tips on reexamining the products around us.