Kenya Hara, Muji & emptiness in advertising

In Kenya Hara's beautiful book Designing Design there is a fascinating chapter on Muji's brand philosophy. From the idea of fostering acceptance instead of appetite among its customers to basing its communications on emptiness:

"The concept I propose for Muji's advertising is emptiness. That is, advertising does not present a lucid message, but in effect, offers an empty vessel to the audience… and viewers freely deposit into it their ideas and wishes… And so Muji's ads have no copy."


July 08, 2011 | 11:28 PM