Market opens

Author: Matsunaga Sei
Publisher:
Publish Date: 2004-11-01
Features: This book is a great work filled with boundless imagination; filled with shocking creativity; filled with rigorous design; filled with frontline market case studies; filled with explosive market-selling point thinking. Most of the designs in the book have been promoted in the market, many of which have become strong brands and hot concepts, some are currently being discussed and debated, and some are the original brand image and design projects created by the Komatsu Studio. Commercial design creativity can be as boundless as the sky, with diverse appearances, but it follows certain patterns. Whether it's television advertising, print advertising, or various other advertising formats, they all revolve around this core principle—market demand. The fundamental purpose of commercial design is to help clients profit and ensure that their advertising expenses are not wasted. Like the book's title "Market Opens Doors," it serves as a key for businesses to unlock market opportunities.
Contemporary China's commodity market is in a phase of fierce competition, with a mix of strong and weak players. Domestic strong brands are far from meeting the true definition of "strong," with many still operating as scattered forces, each carving out their own territories. Komatsu Creative is facing this reality, leveraging years of experience in advertising creativity and a deep understanding of the market to offer insightful and accurate solutions. The book includes case studies and analyses of brand image integration design concepts for many renowned domestic brands.
In this book, readers can not only see fully-formed design works but also understand the creative process and discover the underlying patterns. The book's structure and categorization are also distinctive, dividing it into six major chapters based on different types of creative design. It presents a comprehensive creative landscape to readers, with the market as the backbone, design as the muscle, and text as the skin. Below, the author would like to summarize the content of these six chapters using language from Komatsu's book:
Chapter 1: Logo Creativity
Logo design is about refinement, elevation, and condensing creative concepts into concise, memorable visual symbols. A logo is a perfect artwork for culture, a magnificent totem for the market, and the soul of a company, serving as the overall representative of the corporate identity system (CIS). The introduction of a CIS is guided by corporate culture and business philosophy, achieving social recognition through distinctive visual identities and standardized corporate behavior.
Chapter 2: Brand Creativity
Like the gods, we use wisdom and professionalism to create vibrant life in the market. Males are strong and handsome; females are graceful and alluring—each imbued with personality. The spirit and image of a product or brand are an integral whole. Products with souls and brands with individuality bring true vitality to the market.
Chapter 3: Cartoon Creativity
The playfulness, humor, and personality of cartoons reflect our true selves. In the world of cartoons, the heart is unguarded. Cartoons take us back to a pure, innocent dream. When products are by cartoons, they gain a universal language and shared emotional connection.
Chapter 4: Concept Creativity
Through conceptual creativity, we allow people to accept advertising in moments of joy, excitement, rationality, and emotion. Creative advertising, beyond visual stimulation, also touches and inspires the mind. It is something to see, read, savor, and reflect on—memorable at first glance and worth revisiting.
Chapter 5: Cultural Creativity
To me, culture is an inherent part of daily life, something we often take for granted. The top-tier advertising designers transform easily accessible cultural resources from cheap material existence into booming market selling points. The key lies in avant-garde thinking and unique market forecasting abilities.
Chapter 6: Display Creativity
There are two pioneering design philosophies: one emphasizes human elements, going all out with avant-garde industrial and modern design and cutting-edge industrial materials—referred to as "space flow"; the other returns to nature, where design is nearly invisible, yet top-tier design ideas are embedded within. After reading Komatsu's elaboration, you may gain a fresh perspective on design and creativity.
It becomes clear that while this book belongs to the field of creative design, its readership is not limited to designers. Instead, it focuses more on businesses and the market, aiming to bring some order to China's somewhat chaotic creative market with its own philosophy. Komatsu's design style is distinctive. His individuality is not superficial but deeply introspective. Years of advertising experience have given his works a strong personality, infused with a deep Chinese sentiment. Komatsu's designs span the entire development of Chinese advertising, and through this book, readers can glimpse the path of China's advertising evolution. With a wise mind, he foresaw the trends of Chinese design development.
Komatsu Creative—Market Opens Doors is worth reading.