Without Thought

Naoto Fukasawa is an industrial designer who coined the the expression ‘Without Thought’. Fukasawa’s notions, expressions and approach to his design have gained him international acclaim collaborating with leading companies across the world. To explain Fukasawa’s concept ‘Without Thought” he says, “is that people think that design is something that appeals to their emotions, but in fact people are linked to things every day in their environments, unconsciously, without even being aware of it.This ‘unthinking’ state makes actions smooth. Whereas, if we think closely about what we’re doing, our actions become awkward or wooden. Designs that make us feel this kind of simplicity don’t stand out, but entwine with people’s actions and with the environment, too.”

343The Juice Skin range Fukasawa designed for the Haptic Exhibition at the Takeo Paper Show in 2004 showcases a poetic packaging design to ironically resemble the contents, i.e. fruit juice. Clever manufacturing techniques such as electrostatic flocking used for making japanese fake restaurant food are one of the methods to achieve a high level of detail. This method both visually and texturally draws the audience in and immediately identifies the packages contents.

Following on from Fukasawa innovative Juice Skin designs, one may think that in our hyper marketing machine society we’ve blurred the visual meaning of what simple goods represent. Designer Maksim Arbuzov has developed an innovating package solution to the humble honey jar and a solution for displaying them in the shop and storing them in your home. Marksim states that “Natural forms is the best way to show naturalness of product. You need to have only form to understand what is inside the package.” Essentially this ties into the form follows functions design cliche where Arbuzov has striped away all unnecessary visual forms of traditional honey packaging and distilled this down into its natural origin, relating it back to the honey comb where honey its first created.

Hexagone_honey_04Continuing on the theme of natural poetic designs, olive oil company Mini Oliva has designed a playful packaging design mimicking an olives form and also adding convenience in its function by emptying its contents in a clean manageable way as opposed to the usual tear-open sachets you find in food places.

283Again the contents of the product is the focal point to this clever design, the different types of olive oil reveal their appearance through to clear plastic material and the action of squeezing the olive offers the release of the contents into your food. Some may think this playful convenience is unnecessary as the one-time use packaging aid in unnecessary landfill and its materials unrecyclable. This may be so for an individual, but what they may not understand is in public eating environments such as cafes and restaurants the convenience of having fresh ready to go solutions that wont expire daily may out way the shared communal dispensing equivalent. Without thought into the impact  the by-product of a disposable object creates we as designer need to keep thinking of solutions to manage waste or indeed add value to enhance a product beyond its normal life.