London Collins & Brown 1991., 1991. VG. in VG dj. 1855850338 Ex-Library Copy with jacket. The staggering success of Japanese products in the world marketplace is due, to one overwhelming factor - the quality, of their design. Internationally, contemporary Japanese design is hailed as exciting, innovative and original. Indeed, so potent are its influence and appeal that Western manufacturers now tend to imitate it, a far cry from the days when Japanese goods were seen as cheaper, derivative copies of Western originals. In this penetrating and revealing study, Sian Evans explains why this phenomenon has come about and shows how the Japanese achievement is built not only on the ability to learn from and surpass the West, but also on native pragmatism and respect for centuries-old traditions, aesthetic principles and practices. Starting with an analysis of the roots of Japanese design she demonstrates, for instance, how the Japanese belief of mono no aware (to understand and respond to the appeal of objects to the human heart) is the key to understanding why Japanese design has made such a massive impact on the outside world. The core of the book consists of theme-by-theme examinations of the various fundamental characteristics of contemporary Japanese design, tracing each one back to its roots and comparing and contrasting traditional examples with modern ones embodying the same design approach. Themes covered include: Simplicity; Form and pattern; Colour; Modular design; Miniaturization; Automation; Communication. Sian Evans also singles out the design principles and practices that dominate Japanese design today, outlining the role of the massive corporations in the design process and charting the influence of Western designers working in Japan and that of the influential Japanese avant-garde. Above all, she shows how contemporary Japanese design is a fascinating amalgam of a deeply felt tradition and a conscious attempt to build for the future. 224 pages.