Katie Greenyer, Creative Director, PENTLAND BRANDS

One of my personal projects is based on a personal internship experience. In most clothing companies in China, interns receive a certain degree of capital squeeze. Not only that, but many employees who have worked in the company for many years will also be forced to compromise high-intensity work tasks and endure high pressure in order to make a living. Therefore, starting from the self, through the conflicts and struggles between individual behaviors and thoughts as well as the "conditional reflection" made, it is very interesting to use this phenomenon as a source of inspiration for my design, because such a design is to express myself or even the feelings and behaviors of a specific group, and to recognize the value brought by self-examination of individual behaviors during the design process, Designing it has therefore been given meaning.

When we start from people themselves, the design we make is also based on people. Taking product design as an example, the founder of Sato da Nendo Design Company believes that fun is a very important thing in design. Interesting must be combined with functionality.

Even when describing design inspiration and solutions, he must start with such a sketch of a villain. This villain has become the spokesperson for Nendo. His design usually starts with a very simple comic sketch, the simpler the better, and expresses the relationship between people and design through this little person.

In addition, many designers build empathy experiences through design. Naoto Morazawa is a famous product designer in Japan and the founder of the household appliances and daily necessities design brand "± 0".

He also proposed the concept of "unconscious design". The unconscious design of Naoto Morazawa makes life more simple and natural when you see it. For example, his Hiroshima chair is a subtraction design that emphasizes the user's intuition.

When describing the Hiroshima chair, he mentioned that working on it for a long time can change the way you sit and make it comfortable to move it. Therefore, the chair can have a dialogue with people. These seemingly natural behaviors must be expressed through the shape of the chair. Therefore, the Hiroshima chair, from materials to manufacturing tools to completing the perfect arc, allows users to feel a natural sense of comfort while sitting.

When describing Muji's pen, he said, "When we write, we don't study this pen, but naturally pick it up." He slowly introduced his unconscious design concept by describing the user's daily use of the slightest sense of body.