This is a YANG DESIGN CMF(Color, Material, Finishing) lab project commissioned by Swedish Wood. It includes Chinese wood preference, Chinese aesthetic value application, Chinese design trend and CMF forecast application. Part of the study report was released in the design forum during Guangzhou Furniture Fair in March 2014, which was organized by China National Furniture Association and China Timber Wood Products Distribution Association. It provides insights on Chinese consumer’s aesthetic and value preference for wood products, aiming to help improve representative Swedish wood like red wood pine and spruce’s application in wood product design to feed China market. It will suggest to leverage CMF design thinking to enrich product characteristics, categories and applying space.
For more info of trend study please contact: info@yang-design.com
本报告是YANG DESIGN CMF(色彩、材料与表面处理)实验室受瑞典木业委托完成的研究,包含中国人的木材偏好、中国人的审美价值观应用、中国设计趋势及CMF应用。一部分的研究报告已于2014年3月在中国家具协会、中国木材与木制品流通协会共同举办的广州家具展设计论坛上发布。此研究旨在深入了解中国消费者对于木材和木制品的审美价值观,帮助以赤松和云杉为代表的瑞典木材从CMF设计着手改善,丰富其产品特性、种类以及应用空间,打造符合中国市场的木制品。
关于趋势研究的更多信息请咨询:info@yang-design.com
3. 我们是谁
Who We
Are
YANG DESIGN(YANG DESIGN设计顾问机构)为全球领先的产品策略不创新设计顾问机构。长期以来
YANG DESIGN遵循“创造完美用户体验”的设计哲学,为全球众多领先品牌实现了创新的社会不商业价值,
YANG DESIGN (YANG DESIGN设计顾问机构)也是中国首家囊获包括德国红点、iF、日本G-Mark、
美国IDEA在内的全球四大设计奖项的顾问机构,至今累计获得了六十多项设计大奖。下设设计策略研究所、
CMF创新实验室、用户研究实验室、公共不服务设计实验室等多个与业设计研究部门,办公面积五千多平斱米。
团队成员由数十位具备国际视野不本土洞察力的资深策略不设计顾问组成,在产品策略不设计、用户体验
不服务设计、品牌DNA、趋势不CMF研究等领域具备丰富经验不领先优势,产品类别横跨家电、消费电子、
交通工具、家居产品、时尚产品、公共设斲及信息导向系统等行业。
YANG DESIGN is one of the world leading consultancies in product strategy and innovative design. With
expertise 10 years in Chinese design market, diverse design industries, it is uniquely positioned to help
achieve innovative business value for local and international renowned brands, persisting on “Creating
perfect user experiences” design philosophy. YANG DESIGN has won more than 60 design awards including
the top 4 international awards Red Dot, iF, G-Mark, IDEA, as the first Chinese professional design consultancy.
It includes and has been developing professional research departments which are YANG DESIGN STRATEGY
LAB (CMF INNOVATION LAB/ USER STUDY LAB) and PUBLIC SERVICE DESIGN LAB in 5000sm office space.
Today, YANG DESIGN has over 30 strategy and design experts with international background and solid local
insights. It has rich experiences in product strategy and design, user experience and service design, brand
DNA analysis, trend watching and CMF research in industries as diverse as home appliance, consumer
electronics, transportation, home lifestyle product, public facility and guidance system for public information.
4. YANG DESIGN 的合作伙伴包括绿色和平、壹基釐、波音、奥迪、通用、沃尔沃、西门子、博世、三星、
飞利浦、绝对伏特加、ABB、斯沃琪、杜邦、Herman Miller、斲耐德、BOSE、Steelcase、日立、起亚、
英菲尼迪、联想、海尔、美的、万科等。
YANG DESIGN is proud to build on this heritage by partnering with diverse clients like Green Peace, One
Foundation, Boeing, Audi, GM, Volvo, Siemens, Bosch, Samsung, Philips, Absolut Vodka, ABB, Swatch,
DuPont, Herman Miller, Schneider Electric, BOSE, Steelcase, Hitachi, KIA, Infiniti, Lenovo, Haier, Media
etc.
我们的合作
伙伴
Our
Partner
7. 我们的
设计哲学
Our
Design
Philosoph
设计总监YANG DESIGN的德国导师 Dieter Zimmer教授在担仸德国红点奖评委时,会从以
下的五个层面去评判一件产品的设计优良不否。
Professor Dieter Zimmer, tutor of design director YANG DESIGN, made a statement of
design criterion as jury of the Red Dot Design Award: a good design must be judged by 5
aspects.
9. 我们的研究数
据库不供应商
资源
Design
Research
Database
YANG DESIGN 自2004年在中国率先引入国际领先的设计策略研究方法不工具,在国内长期的设计实践中,常年跟踪、研究幵积累了包括跨行业设计情
报和案例研究、城市品牌DNA、公共设施不信息导向系统研究、设计策略工具、设计趋势报告、 材料不表面处理研究、生活形态报告等资料。
2012年我们的设计策略研究成果获得了上海市政府的肯定不支持,进一步建立了工业设计策略研究数字化的政府平台,成为上海设计之都官方平台的组成
部分之一,其研究的的广度不深度进一步加强,为与业界不合作伙伴提供不分享领先的研究成果。另一方面,我们也长期建立不积累了包括材料不生产供
应商、各个行业与家团体不与业机构等资源库。
YANG DESIGN has been introducing leading design strategy methods and tools since 2004. In our long-term design practice, we have collected cross-industry information
and case study, brand DNA and product identity, design strategy tools, design trend report, material and surface treatment, lifestyle reports.
In 2012, our study result is officially supported by Shanghai government. The design strategy database is part of the Shanghai Design City project, and to be shared with
partners and professionals. At the same time, we also established long-term relationship with suppliers, experts and talent pools.
10. 我们如何为
您的企业创
造价值
We Create
Value For You
YANG DESIGN的产品策略不设计服务,为企业深度洞察目标消费群,制定精准的市场定位。针对市场竞争者,规划产品线不产品的品牌识别性,创造产
品的差异化竞争力。在发达经济体,这已成为继“六西格玛”之后,企业最重要的营销理念不创新斱法!一件优良的产品丌仅在于视觉层面的美学价值,
更在于“创造完美的用户体验”,这也是 YANG DESIGN 所遵循的设计哲学。为此,自2005年创办时,我们就已关注幵研究用户体验不服务设计,在多
年的积累后,我们已具备了在此领域的领先的斱法不工具,以及与业的研究人员不项目案例。
Based on target consumer insight, YANG DESIGN defines the product strategy for accurate market positioning, a product line and brand identity with
competitivety and differentiation against competitors, In developed economics, it has become the most important marketing and innovation method
since Six Sigma. A good produce is much more than aesthetic value in the visual level. Following the philosophy of creating perfect user experience,
YANG DESIGN has been studying user experience and service design since 2005, acquired leading methods and researcher, as well as project show
cases.
13. 马兰西亚皇家雪兰莪茶具设计,获美国 IDEA Design Award 2013 :
拥有127年历史的全球第一锡镴品牌——皇家雪兰莪委托YANG DESIGN设计了一套名为“知竹常乐”的茶具系列。该系列茶
具以中国传统文化语义为设计源点,包括茶壶、茶杯、茶叶罐、茶筅、茶盘和茶食小碟。不单是材质上的结合,更实现了功能上
的创新与突破,如竹制把手与底盘的防烫与防撞功能、滤茶器的快速释茶功能、外张茶罐盖的易开启等,均实现了“创造完美用
户体验”的设计哲学。系列在马来西亚、新加坡、中国等地发布,全球销售。
Royal Selangor Tea Set,IDEA Design Award 2013 :
Commissioned by No. pewter brand with 127 years of history, YANG DESIGN designed a tea set including tea pot, cup, caddy,
brush, tray and snack plate. The bamboo pot handle and the mat on bottom are heat-preventing and anti-scratch. The mouth of
the tea caddy is a little wider, so that it makes sealing the double-vacuumized can easier. Users can easily hold the spin to turn
around the filter, and it helps the filter to dispense dense tea liquor to the pot. Not only is the collection a breakthrough of the
visual image of traditional Chinese tea set, but also a perfect tea drinking experience. The collection is launched in Asia and sold
worldwide.
21. 意大利NATUZZI多功能家居系统T-BOX,获2013年度德国红点奖:
2012年4月,意大利米兰家具展的主场馆上,YANG DESIGN为意大利 NATUZZI 集团 Italsofa 品牌所设计的多功能家居系统T-
BOX发布。这套家具系统由一个单体模块组成,内部T型支架增加了模块的强度,并可作为把手轻松搬移模块。简约、梦想与玩味
是产品所应体现的 Italsofa 品牌DNA。
NATUZZI Multi-functional Home System T-BOX, Reddot Design Award 2013:
Commissioned by Italsofa of Natuzzi Group, YANG DESIGN has designed the T-BOX system, and it was launched in April, 2012
in the main hall of Milan Furniture Fair. The system is based on single modular. There is a built-in T-shape holder for strength and
as a carry handle. It recreates the brand DNA as simple, dreamline and playful.
“T”
型支架
T-shape
holder
24. 2012 米兰家居展 2013 米兰家居展 2014 家居流行趋势
2011 米兰时装展
隐性流行趋势
2012 米兰时装展
显性流行趋势 隐性流行趋势 显性流行趋势
2013 米兰时装展
爱依瑞斯 2013年产品色彩分析
YANG DESIGN为中国知名的布艺沙发品牌爱依瑞斯制定产品线规划与产品的品牌识别性规范。一改无序的开发现状,我们从产品
的形态、面料工艺、缝边、色彩搭配、标识细节等各个方面,为爱依瑞斯制定了产品的设计规范,并设计了每年亮季的主题风格。
2014 时尚家居色彩预测,1)家居色彩流行趋势往往滞后于时装1~2年间。2)寻找未来流行的趋势,定位未来家居流行色。
In 2012, YANG DESIGN is commissioned by the leading sofa brand ARIS on product line planning and brand identity design
guideline. To change to existing random R&D status, we set product design guidelines in shape, fabric, sewing, hemming, color
and signs, followed by design for the two seasons.
29. 美国杜邦跨界合作家居产品:
从2011到2013年,YANG DESIGN与美国杜邦公司合作,将新型材料 Corian 设计应用到家居产品邻域,通过创意将材料的
特性充分发挥出来。最终作品在杜邦的多个展览和展会上展出。
From 2011 to 2013, YANG DESIGN worked with DuPont and apply the material Corian into furniture designs, to express the
material quality in an innovative way. The final products are shown in many exhibitions and fairs.
30. 板凳上的风景 View On Bench
设计概念源自中国明代的一张板凳,无论从视觉、结构还是功能来说,这张板凳都是一件目前还被广为使用的优良产品。十年前
YANG DESIGN留学德国时,以此板凳为灵感为德国高端办公家具公司设计开发了一整套办公家具;此次在原先的方案基础上采用传
统的榫卯结构进行了全新演绎。板凳本身可以视作一个完美的支架系统,在此基础上增加了座椅、抽屉、桌子、台灯,甚至化妆
台、衣架和书架等功能,从而演变成一套符合现代人生活方式的全新家具系统。
38. 对丌同色调木材的心理感受
Mental feelings for different tones of wood
雅致、纯粹、温暖
Elegant, Pure, Warm
雅致、纯粹、厚实
Elegant, Pure, Solid
奢华、厚实、温暖
Luxurious, Solid, Warm
厚实、奢华、雅致
Solid, Luxurious, Elegant
网络问卷
Online Questionnaire
39. 消费者最喜欢的三种瑞典木材
Top 3 Swedish Woods Chinese Consumer Prefer
赤松(清漆)
Pine
18.2%
赤松(褐色开放漆)
Pine (Semi-Color Coating)
12.2%
云杉
Spruce
13.2%
网络问卷
Online Questionnaire
41. 网络问卷
Online Questionnaire
卧室地板
Bedroom Flooring
餐厅墙面
Restaurant Wall
客厅家具
Living Room Furniture
客厅地板
Living Room Floor
儿童房的床
Bed in Children’s Room
卧室收纳柜
Bedroom Storage
客厅电视墙
Living Room TV Wall
饭厅桌椅
Dining Room Table and Chair
具体空间及家具:消费者的木材喜好
Swedish Woods Chinese Consumer Prefer for Specific Spaces and Furniture
42. 对儿童房的床材质的选择
Preferred Wood Material for The Bed in Children’s Room
网络问卷
Online Questionnaire
25.9%
38.7%
33.2%
41.0%
28.9%
30.3%
0.7%
0.3%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%
1
2
3
4
5
6
7
8
榉木
Beech
樱桃木
Cherry
胡桃木
Walnut
水曲柳
Ash
云杉
Spruce
28.9%
赤松(清
漆)
Pine
25.9 %
50. 推荐:瑞典木材在空间及家具中的应用
Recommendation of Applied Spaces and Furniture
网络问卷
Online Questionnaire
客厅电视墙
Living Room TV Wall
卧室收纳柜
Bedroom Storage
饭厅桌椅
Dining Room Table and Chair
儿童房的床
Bed in Children’s Room
64. 64
中国审美价值观
Chinese Aesthetic and Value Preference
木制品设计建议
Suggestion for Wood Product Design
在木材筛选上尽量选择木纹平滑,色调
均匀的木材。饱满的造型。提高光泽
度。
Choose wood material with smooth
pattern and balanced color.
对称
Symmetry
饱满
Full
大气
Magnificent, Generous, Grand
木材纹理保持整体的均衡不和谐,局部
可以非对称。
Keep a feeling of balance and
harmony for wood pattern.
色差小,色彩稳重,避免过多分色; 在
墙面、地面、柜类产品可大面积使用。
Sober color with less deviation.
Apply on large areas such as wall,
floor, cabinet, etc.
66. 2015-16 中国
设计趋势报告
2015-16
China Design
Trend Report
政治
Politician
经济
Economy
社会
Society
科技
Technology
文化
Culture
设计
Design
媒体
Media
产品
设计师
Product
Designer
品牌策划
Branding
艺术家
Artist
策展人
Event
Director
趋势
分析师
Trend
Anayst
为企业提供未来设计灵感,把握
未来造型、色彩、材质的趋向。
Provide inspirations of future
design for enterprises, and for
them to capture the trends for
product shape, color, and
materials.
CMF 展现
1)预测流行色
2)预测流行风格
3)预测流行材质
1) Forecast style trends
2) Forecast color trends
3) Forecast material trends
年度六个领域的案头研究
探索未来生活形态
Annual case study across six
industries to explore future lifestyle
对话六大设计领域先锋人物
寻求未来设计潮流
Conversations with experts from
six design fields to search for
future design trends
提出未来四大趋势主题
Future four macro trends
68. www.yang-design.com
Xiaojing Huang / Strategy Director
xiaojing@yang-design.com
+86 21-6280-2294
2015-16 中国
设计趋势报告
2015-16
China Design
Trend Report
《2015-2016中国设计趋势》已正式发售。关于本书的购买资讯,或进一步了解YANG
DESIGN的CMF及趋势预测顾问服务,请由以下联系方式接洽YANG DESIGN设计策略研
究所的策略总监黄晓靖,谢谢。
“2015-2016 China Design Trends” is officially released! For purchase information regarding , or to learn more
about CMF and trend consultancy services at YANG DESIGN, please contact Xiaojing at the following email and
phone number.