Why are trash cans angled on bike lanes?

In Copenhagen, Denmark, many people choose bicycles rather than cars. In fact, the priority on the road seems to go to bicycle riders than pedestrians. Therefore, Danes often have more three bicycles; one for commuting between home and train station, another for commuting between train station and workplace, and the other for enjoying weekend. Some trash cans…

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Read the clock, literally

Red Dot Design Museum is located in the heart of Singapore’s most iconic location, the Marina Bay. This area is one of the most fun places and interesting destination to visit and for sightseeing in Singapore, with numerous attractions within walk distance from the museum. There is an exhibition space in the museum and exhibitions are…

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Are three fines effective in changing behavior?

Singapore is an interesting place. Inside a subway train and outside a subway station, you find how much you should pay fine when behaving inappropriate. You should pay S$500 if you eat or drink inside the car, you pay S$1000 if you smoke, and you pay S$5000 If you play with flammable goods. Then, what happens if you…

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Commercial renewal project: Heineken

  In the past, Heineken seemed to make TV commercials exclusively for men. Although many of them were successful, we decided to focus on female Heineken lovers. In our new commercial, we begin with describing how busy, how much stressed out, and how tough it is to live a life as a female student in Korea.…

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Do people like phone cases that use any famous paintings?

Jung, Bohee, Younjoon Lee, and Jaewoo Joo (2017). The Relationship between Art Preference and Attitudes toward Art-Infused Product: With a Focus on the Moderating Role of the Market Exposure of Artwork. Archives of Design Research, 30 (2), 197-211.     Abstract Background: As the quality of life improves, people’s interest in art increases and their emotional satisfaction becomes…

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Commercial renewal project: Snickers

    Snickers introduced a Korean TV commercial in 2011. In this commercial, a famous female singer behaves in a strange way until when she eats snickers. This commercial delivered a single, global message of snickers, that is, you are not you when you are hungry. Although the TV commercial is consistent with the global marketing…

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Some designers do not benefit from using design methods

Lee, Younjoon and Jaewoo Joo (2017), “Using Design Methods to Improve Design Quality: Verbalizers vs Visualizers,” The Design Journal, 20 (sup1), S1471-S1484.   Abstract Although a wide variety of design methods are used, two questions have been little investigated: whether using many methods improves the outcome quality and who benefits more from using them. We…

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Empathy instruction backfires on designers

Chung, Jaehee and Jaewoo Joo (2017), “Effect of Empathy on Designers and Non-designers in Concept Evaluation,” Archives of Design Research, 30 (3), 57-71.     Abstract Background: Empathy instruction (“please empathize with the person in the narrative”) is often provided when new product concepts are evaluated in a narrative form. However, concept evaluators tend to empathize with…

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Does a Persona Improve Creativity?

So, Chaehan and Jaewoo Joo (2017), “Does a Persona Improve Creativity?” The Design Journal, 20 (4), 1-17.     Abstract The purpose of this study was to test whether the priming of a brainstorming task by a persona increases ideational fluency and originality, i.e. the quantitative and qualitative dimensions of creative performance. We conducted a…

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Design works published in Korea

Heather Fraser published “Design works: how to tackle your toughest innovation challenges through business design” five years ago. It demonstrates how organizations can drive innovation and growth through Business Design – a discipline that integrates design-inspired methods and mindsets into business development and planning. Roger Martin said in his forward that “This book tells the story of the…

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A cocktail served by milk carton shaped glass

Most cocktail glasses are designed to hold the unique aroma of the cocktail to maximize its taste. However, some glasses play different roles. While I visited Singapore, my friend recommended me to visit Loof, a rooftop bar. It is located across the famous Raffels Hotel, a colonial-style super luxury hotel in the downtown. According to the website,…

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Commercial renewal project: Kitkat

    In a recent commercial of KitKat, a female flight attendant fails to call the last passenger to the gate, eats a piece of Kitkat, then raps and beat boxes at the mic, and then finds the lost passenger. Unfortunately, we were confused about it because rapping has nothing to do with the passenger, and we were…

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Commercial renewal project: Uniqlo sports

    Uniqlo is one of the leading “fast-fashion” or SPA (specialty retailer of private label apparel) brands. It sells comfortable and affordable life-wear clothes. In April 2016, Uniqlo launched its sports brand called Uniqlo sports and aired the commercial of “Why are you wearing clothes?” As for the target, it appeales to the people who…

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Enhancing aesthetic appeal by sacrificing practical utility

About 6,700 cheese boards and cutting boards sell on the Amazon.com. Their prices vary between $5 and $370. Majority of them are rectanglular. However, not a few boards interesting shapes. At one of my favorite Canadian stores, West elm, I found a cow-shaped mini cheese board and cutting board. Its price was $22.     I bought this…

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Commercial renewal project: Oreo thins

  “Thinner, lighter, this is Oreo” This is the first sentence that appears in the Oreo Thins commercial in July 2016. It also says “slim and slender we want more and more,” suggesting that this new cookie targets at the people who used to hesitate to eat Oreo cookies for their high calories. Interestingly however,…

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