Samsung’s Design Philosophy (1) Simple & Intuitive

on October 31, 2011
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What are the main goals of Samsung’s design? In order to find out, we had a chance to talk to 7 designers here at Samsung Electronics, and we’ll explore their answers in a 3-part series on design.


The first designers we spoke with emphasized their pursuit of a simple and intuitive design.





Byeongyong doesn’t start the design process until he is convinced beyond any doubt why a certain product is supposed to be created. He believes that by eliminating what is unnecessary, not by adding embellishments, he can get to the crux of the matter.



The novel design of Series 9 came from a folded sheet of paper. The body is constructed of an aircraft grade aluminum called ‘duralumin’ which is twice the strength of aluminum.  It is both soft and tough and at the same time creates the illusion of a folded piece of paper. The thin, light and simple form factor of the Series 9, along with the many user-friendly features, maximizes usability.






Kyounghoon makes it a priority to consider experienced value and emotional aspects of products in the design process. His works patently show his concern and struggle to add emotional value to the products which are distinguishable from others on the market. Subtle details, such as colors and textures play a big role in users’ emotional perception of products.



The LED 9000 Series consists of an elaborate structure of gleaming aluminum and an artistic hairline edge, which creates one of the finest seamless pieces of consumer electronics.



‘Would it be possible to reproduce the exact feeling of a perfect glass of wine on a TV?’ The Bordeaux TV was inspired by the passion and soul that wine represents, catching the delicate lines and colors of the last couple of drops of wine in a glass.






When designing a product, Philip endeavors to find beauty in moderation. That doesn’t mean he sheds all parts unnecessary for the hardware to function, but rather, he tries to find a proper balance between the necessary objects and additional elements. He believes that a user-centered design can only be accomplished by conforming to users’ lifestyle and needs while also carrying a sense of aesthetic completeness.



Galaxy S II is the product that embraces his design philosophy. In the process of designing and developing the Galaxy S II, Samsung surveyed users on mobile phone size and battery cover design.  The survey result indicated that users wanted a good grip and at the same time didn’t want to leave fingerprints on their phones. So, while ridding unnecessary design patterns to keep the phone simple, he also adjusted the material density of the battery cover and gave it a ‘Hyperskin’ pattern, enhancing the touch and feel of the grip for the users.


Make sure you also check out the sequels:

Samsung’s Design Philosophy Series

(1) Simple and Intuitive

(2) Efficient and Long-Lasting

(3) Adaptive and Engaging

Corporate > Design

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