The design philosophy behind the following concepts is rooted in YANAGI DESIGN and has been passed down as a guiding principle in manufacturing and craftsmanship.

Ten Principles of Design

  1. 1. Creating design is not just a variation of outward appearance.
    It is a reformation of the interior structure done with originality and ingenuity.
  2. 2. True beauty is “born”, not created.
  3. 3. The composition of design is inspired by the act of design itself.
  4. 4. Design cannot be achieved alone.
  5. 5. It is vital that business leaders possess the spirit of “productsmanship”, as in craftsmanship.
    (*Craftsmanship implies the quality of design and work, created with a high level of skill, shown in an artifact or product. Well-designed objects are born under the patronage of a business executive who regards his products equivalent to the quality of handmade articles.)
  6. 6. What sells well does not mean that it is good design.
    Vice versa, good design does not always sell well.
  7. 7. Good design is not attained only by talented designers.
  8. 8. True design lies in a realm counter to trends.
  9. 9. Traditional style exists for the cause of creation. Design without tradition and creation is inconceivable.
  10. 10. Design depends on society.
    (*Good designs are found in a wholesome society.)

The Ten Principles of Design is quoted from Yanagi’s essay,
“Thought on Design,” first published in Design: Sori Yanagi’s Works and Philosophy (1983, Yobisha Publications)

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reprinted in Sori Yanagi Design (1998, Kawase Shobo Shinsha Publishers) and Essays by Sori Yanagi (2003, Heibonsha Publishers)