2013 Samsung TV Design Concept & Story



2013 Samsung TV Design philosophy&Storytelling Kit


Samsung Electronics Co., Ltd.





2013 Samsung TV Design Concept & Storyの概要We wanted to establish a grand concept philosophy and connect it to each product’s storytelling and visual metaphor image in order to have consumers understand the philosophy and design concept of Samsung TVs that are released in 2013. Our purpose is to consistently and easily communicate each product’s design concept to consumers.
プロデューサーYoon-jung Lee, Vice President, Marketing Group, Samsung Electronics Co., Ltd.
ディレクターYun-je Kang Senior Vice President, Jin-sun KimPrincipal Designer, VD Design Group, Samsung Electronics Co., Ltd.
デザイナーSung-hoon Kang Senior Designer, Kyung-pyo Hong Senior Designer, Jae-deok Yun Assistant Designer, VD Design Group, Samsung Electronics Co., Ltd.
2013 Samsung TV Design Concept & Storyのデザインについて「身体・人間」の視点からみて、応募対象が提供できること
Each of the Samsung TV products released in 2013 can be referred to using design languages rather than difficult-to-understand model names. The design concept was made into images so that users can easily understand the product and be reminded of it.
We wanted to establish emotional ties between the products and customers, and communicate our design intent and concept in a consistent voice.
This kit enables the establishment of strategies in a consistent voice when engaging in various marketing activities (product presentations, exhibition halls, online communication and SNS), thus promoting user understanding of the company’s products. Our outcome was unveiled at CES in January. It is being communicated in different forms, including text, image, and video.
Designs in the TV market have recently become simple and minimal. There is not much difference among companies. Against the backdrop of this minimal design trend, there is growing importance of a unique design philosophy. In response, we established new formative consistency, allowing easy consumer understanding of the products.
ユーザー・社会に伝えたいことWe presented an appropriate guideline on the design concept and story by delivering a kit to marketing personnel in different regions across the globe. Another purpose was to ensure easy and consistent communication across diverse media. More meta-level designs have been included in the TV lineup. We would like consumers to more easily understand and actively use the products.
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