I see myself as a designer, at least from my point of view. Sometimes I am involved in building a system for the company, and other times I work on creating spaces and atmosphere for our staff members to generate ideas and get creative.

System design is important since it creates a framework for operating the organization and carrying out the project. But the system alone isn’t enough to motivate people. What really counts is their emotional movement. The essence of design and creation lies in creating emotionally moving experiences. Colors and forms used to express visual beauty, as well as the act of designing emotions, are the method to achieve this purpose. I call this process “dynamic design,” so let me say I am a designer after all.

Meanwhile, emotional design is the kind of design that intentionally creates a condition where people naturally have feelings like “I want to do this,” “This looks interesting,” or “Let’s do this together.” For that to happen, it’s not enough to simply set evaluation criteria and processes. It’s also important, for example, to present stories fostering empathy, create an atmosphere where people feel safe to take on challenges, and offer visuals and words that spark excitement. Creating environments that inspire creativity does not start from focusing on numbers and rules. Rather, it starts from having a perspective for creating moving moments. However, it’s not easy to put this into practice. Still, I believe emotional design is the key to awakening inner impulse and unleashing creative energy.

Context Design Dept.
Exective Officer
Isao Sakata