From aesthetic trends to new value signs

Brechje Vissers

In 2004 Philips launched its new brand positioning ‘Sense and Simplicity’. To articulate this positioning through design, Philips Design works according to the High Design process; a multidisciplinary and humancentered approach that led to breakthroughs like ‘Vision of the Future’.

From Aesthetic Trends to New Value Signs

Brechje VissersPhilips Design, Netherlands

INTRODUCTION

The Philips brand positioning of 'Sense and Simplicity' is based around three pillars: 'Designed around You'; 'Easy to Experience'; and 'Advanced'. Delivering on such promises demands a sharp human focus in the creation of products that make the brand tangible and ultimately resonate with people's cultural context, be it through lifestyle, healthcare or pure technology.

But what is 'meaningful'? What is 'simple'? How do people in different regions, with different cultural backgrounds, define the concepts of designed for them, easy to experience and advanced? These questions lie...

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