Perspectives on beauty differ around the world. Something that’s aesthetically pleasing in one region may not strike a chord in another. Therefore, it’s a challenge to design products that satisfy customers across the globe. Often, a design’s success will depend on cultural factors rather than objective aesthetics. The Design Frame project involved the study of aesthetic preferences from the company’s four major regional markets: North America, Europe, India, and South Korea. The team investigated which cultural factors should inform product design and produced videos, books, and data to help designers easily understand the results. This led to time and cost savings in the early stages of product development and helped designers understand the design languages of consumers in each region.

Designed by: Sohee Kim, Jidam Hong, and Yejin Jeon of Samsung Electronics Co., Ltd.

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