Are Consumer Design Evaluations Trustworthy?

Joo, J., & Chung, J. (2019). Are Consumer Design Evaluations Trustworthy? Archives of Design Research, 32(1), 47–59. Background Designers often consider consumer design evaluations. However, whether consumer design evaluations are trustworthy has been rarely discussed. We propose that consumers equate the concept of design with the concept of uniqueness, which suggests that their design valuations…

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Apply behavioral economics to sell design more

Chen, W., Kim, S., & Joo, J. (2019). How Do We Nudge People to Choose Aesthetically Pleasing Products?. Archives of Design Research, 32(1), 61-73. Background People often choose between two competing options: option A (aesthetically superior but functionally inferior) and option F (functionally superior but aesthetically inferior). We hypothesize that people like option A more when it…

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Why is it so hard to apply Design Thinking to Korean Companies?

Joo, J., Lee, A. J., & Park, J. H. (2018). A New Framework of Design Management and Three Additional Requirements To Apply Design Management to Korean Companies: Experience Design, Collaboration, and Trial and Error. Design Convergence Study, 17(6), 145–165. The present research has two objectives. First, we introduce a new framework of design management proposed…

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Jasper Morrison, Super Normal designer

Piknic, a unique building in Seoul, hosted an exhibition of a British designer Jasper Morrison. The title of the exhibition was THINGNESS. For the hundredth anniversary of the Bauhaus, piknic presents an exhibition offering a general introduction to the world of British designer and modernist interior Jasper Morrison, who has created a sensation with his…

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Chinese people need more than a drinking fountain

We know that westerners and easterners think differently. Markus and Kitayama (1991) argue that different cultural thoughts come from different self concepts. Roughly speaking, a US citizen has an independent concept whereas a Japanese citizen has a dependent one. Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and…

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Street signs for kids

I have never met any street sign which encourages someone to DO something. Instead, most street signs ask someone NOT to do something. For instance, they ask pedestrians not to run fast or they ask drivers not to drive fast. However, at a school in Hong Kong, I finally met a different street sign designed…

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Commercial renewal project: Twix 2018

We decide to renew the Twix advertisement aired in 2012. This old advertisement, in fact, successfully emphasized the unique characteristics of the chocolate bar; the ingredients (biscuits and caramel) were visually demonstrated by the manufacturing process. However, this advertisement lacked “targeting,” which raises a problem because many children and youngsters consume chocolate bars actively. Further,…

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Commercial renewal project: Canada Goose Light Weight Down Jacket 2018

People are afraid of cold winter. The Canadian Outdoors brand, Canada Goose, was born in 1957 for the Canadian Arctic Guards, researchers and explorers of the scientific institutes of the polar regions, and those working in the extreme weather conditions. This brand became popular under the slogan of freeing people from the cold. The current…

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Commercial renewal project: Uniqlo Ezy Ankle Pants

    Uniqlo represents SPA brands and its reasonable price attracts customers. Recently, it launched new pants called EZY ankle pants. Uniqlo promoted it on air but seemed to fail to attract attention compare to its other best selling products such as AIRISM and HEATTECT. We decided to renew the commercial of the EZY ankle pants…

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Foreigners form impressions instantly about countries

In Berlin, Germany, I met a vending machine in a steel cage. Covering the machine with a cage surprised me because it was inside one of downtown subway stations. My friend told me the machine could be damaged at night by drunken people. I formed an impression that Germany was unsafe; juvenile vandalism, an action involving deliberate…

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Opt in vs. Opt out: Different defaults in different cities

I used to order the same sandwich at the Subway in Toronto (turkey-breast on a six inch, honey oat bread with lettuce, tomatoes, onions, and black olives). Subway opened a store recently in my campus in Seoul.      I ordered the same meat and the same bread. Then, I said to a server the same…

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What makes Copenhagen the most bike-friendly city in the planet?

Many cities aim to be bike-friendly but only few succeed. Wired ranked Copenhagen as the most bike-friendly city in 2015 and in 2017. Interestingly, an article in the same magazine estimated the cost to have a bike-friendly city. … a fully-realized protected bike lane costs about $445,000 per mile, according to the San Francisco Bicycle Coalition. (Infrastructure costs vary widely…

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Artwork at ICN airport

Something colorful was hung some distance below the ceiling at the Incheon international airport (ICN). At first it looks like a bunch of tiny colorful balloons. However, each one has different shapes and even move up and down.     The name of this interesting artwork is “Hello.”   This work uses Hangeul, a major…

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Do we enjoy brunch more if we combine foods to create it?

In cafes in Copenhagen, Denmark, customers are often asked to create their own meals by combining foods. I succeeded in this creative task in one cafe but did not in the other. Two cafes have slightly different menus.     I enjoyed the meal in the Mad & Kaffes (Food & Coffee). Foods were divided into six categories…

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