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."

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July 08, 2011 | 11:28 PM