I imagined that if the surface of the package imitated the colour and texture of the fruit skin, then the object would reproduce the feeling of the r…

- Naoto Fukasawa

Design needs to be plugged into human behavior. Design dissolves in behavior.

- Naoto Fukasawa

People shouldn't really have to think about an object when they are using it. Not having to think about it makes the relationship between a person an…

- Naoto Fukasawa

When the poet's sentiments are overly visible, the audience may become uncomfortable. Japanese ritual is the opposite. By writing simply and only abo…

- Naoto Fukasawa

Great design is a multi-layered relationship between human life and its environment.

- Naoto Fukasawa

The best designs are those that dissolve into behavior.

- Naoto Fukasawa

Min­i­mal­ism is about cre­at­ing com­plete har­mony and not about making simple.

- Naoto Fukasawa

We designers have been working to stimulate people's souls and minds.

- Naoto Fukasawa