Muji Diffuser | How the design embodies Muji's Brand Philosophy

Why have Muji products been designed to look the way they do? This video digs into Muji's brand philosophy by sharing a few concepts Kenya Hara talks about in his book "Designing Design". We then look at how these concepts show up in the design of the the Muji Aroma Diffuser. The conversation goes in much different direction than I think you would expect so be sure to watch till the end.
If you have any questions, let me know in the comments.
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tags:
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Form follows function example in industrial design

[@DesignplusMorna]

Let me know your thoughts below.

[@magorzatamyk8430]

Hi, I just bought this product, but after I turned it on it started to leak heavily. The diffuser would have to be put in a bowl to avoil flooding furniture and the surface on which it is placed. I suppose this is not the effect that Muji intended... Is anyone else who bought it struggling with the same issue??

[@RichieValentine]

This video is art itself!

[@yuli_yuli]

This was an awesome video and I'm really glad I stumbled upon it! I'm not a product designer but I did recently graduate from university with a bachelors in environmental science and sustainable design, so the timing is lovely. You're inspiring me to view and analyze the products I consume in ways that I never have before!

[@rickyzhang243]

I’m so new to industrial design and this video makes me appreciate designs and little things in life more overall! And you inspired me that maybe furniture should be designed for sustainability not only for the environment but also for individual demands! Thank you Morna!

[@nikitavoigtlaender256]

yooo this is so philosophical :) I have never thought of muji like this before...

[@DesignplusMorna]

Hi Nikita - thanks for letting me know! :)

[@UpBold]

really interesting, especially the explanation about muji concept at the end. Thanks

[@rishabhgulhare1412]

I loved the way you delvered entire concept ... walking us through the practicality of the diffuser to the phillosophy behind it and trying making the sense out of it .. an inspiring one!! Thank you :)

[@DesignplusMorna]

You are welcome. Glad you liked it!

[@aseel7845]

awesome video awesome video awesome video

[@antoniarst5553]

so interessting! I would love to see videos from you more often! There is always so much to learn :)

[@DesignplusMorna]

Thanks for this, Antonia. I hope to figure out a way to make videos more regularly! :)

[@mornepretorius208]

Subconsciously i perceive the wire powering the device seems very rigid in its angular aesthetic. I would change the way the wire connects to the cylinder by connecting it at an angle to the device. An example would be the way a dogs tail flows with the curve from its body.

[@marcoss6212]

A little late for comment but, I would like to say that the success of Muji products is the apex of critical thinking in my view. Not only you describe the product as intended but also I see it in a very good different way. They sell function over anything else, not only the simplicity of the product translate to good feelings mentioned mentioned here, that simplicity negates the desire of changing or wanting more of it in a future update or new design, sadly to say is the way nowadays, plus it doesn't fall on the concept of trendy which last just as long as any season, beautiful I would say. Thank you for this video Morna!

[@isoutoforbit]

This video deserves way more views, you did an amazing analysis. I just casually clicked on this video because i got fascinated by muji, but as an aspiring product designer in college I found your words extremely educational and interesting. I wonder if there's an additional tension between Kenya Haras philosophy and how we may achieve better sustainability. I'm not sure I agree that acceptance and a lack of desire is the *only* way to get there. Certainly in fashion, having fewer, really good quality, ethically made and expensive clothes, would usually be more ideal, and wouldn't it be safe to say that those items are and should be bought because of a visceral feeling of desire that will ensure longer lasting appeal? Acceptance and lack of desire could also lead to ignorance, lack of interest and want for information on the morality, sustainability or even quality of bought items. At the same time I understand the other side and how lack of desire can also lead to sustainability and better mental health. It's an interesting dynamic, perhaps it varies in relevance depending on the product.

[@DesignplusMorna]

alx64gr hi, I’m on holiday at the moment and will write a proper reply when I get back next week. Thx so much for comment!

[@DesignplusMorna]

Hi! I've tried replying to your comment 3 times now and each time something goes wrong. I'm hoping this time works!Just to begin, thanks so much for your kind words and thoughtful comment. Kenya Hara's Philosophy + How to achieve Sustainability - yes absolutely! I don't know if his proposal is the only way either. It definitely has given me something to think about... beyond the typical suggestions like use recycled material or material that can be recycled, design for dis-assembly, circular design, etc What you say about acceptance and lack of desire leading to dis-interest or not caring about how products are made is a good point. Fashion may be one product where it's not suitable to apply this philosophy. But it probably depends on how much the wearer demands from fashion. For me, clothing needs to align with my identity and I don't want a wardrobe full of clothes that look universal and basic. It's funny because I always felt Muji clothes were just good enough. I have a few items that I neither love or hate but just do the job. Since making this video, they suddenly make sense.

[@estefanychavezruiz1689]

Thank you so much for sharing your knowledge with young designers.

[@DesignplusMorna]

You are welcome! :)

[@ladysporty]

love the concept of this great video

[@DesignplusMorna]

Thanks so much SunnyDee! Hope you are well in these crazy times.

[@fpdhu]

Stumbled across this video and channel by chance because I am looking to buy a MUJI diffuser for my tight chest due to catching coronavirus while I self-isolate. But the content surprised me, great thoughtful unpacking of this design, very good. I studied car design at uni and one of the papers I wrote was 'What is style?' and this video says a lot of the same things. Very nice.

[@DesignplusMorna]

Hi, Sorry to hear that you caught corona. I wish you a strong and speedy recovery. Thank you for the kind words. It's cool to hear you have had similar thoughts. Where did you study car design?

[@user-cb3ve5cw6p]

Really interesting and insightful video. Very good point about the products that demand attention. In the microwave's case, I feel that the nudge reminder to take your food out of the microwave is a functional feature needed to make sure people don't forget their food until it goes bad, which I think ensures their safety and is therefore more important than the convenience of not being pressured to pay attention. This makes me think that it's incredibly hard for designers to keep those functional, less ideal considerations in mind while trying to make an appealing product that doesn't annoy the consumer or demand too much of their attention. A hard balance to strike when you think about it.

[@payamazad2077]

Hi Morna, that is a great video. plz keep up the great work.

[@DesignplusMorna]

Thank you!

[@kimhongtee739]

Hi would love your thoughts on Muji's pricing (expensive), on the Muji side, it might be their "brandless" strategy (lost advertising opportunity), high-quality materials, and attention to detail. But on the consumer side, ordinary things perceived as low quality are rooted deeply in our head which leads to the unwillingness to pay a premium price for ordinary things, we ignore ordinary things that can be high quality as well. It's for my undergraduate paper on Muji being an inverted authentic brand making the consumer the hero in the story rather than the other way around.

[@Soddingsociety]

you made me buy both the diffuser itself and also the 'designing design' book! thank's so much for making this video. I always loved the brand but didn't know about the philosophy.

[@DesignplusMorna]

Oh, haha. That wasn't my intention but I hope you enjoy both!!!

[@Soddingsociety]

@@DesignplusMorna I know it wasn't but since I've always been into design and loved Muji anyways why not get the backstory right. Love the diffuser! Thanks for the video!

[@DesignplusMorna]

@@Soddingsociety You are welcome. :)

[@user-pk6fk5ns1s]

@@Soddingsociety I"ve read the designing design book. It's a must-read for any design enthusiasts and designers. If you do end up liking it, I'd also recommend reading the other books in the design series, "White", "Ex-formation" and "Designing Japan".

[@JoanRansley]

Great video. I watched it because I am thinking of the Muji Diffuser. It really made me think and consider the product design.

[@DesignplusMorna]

Thanks, Joan! I'm happy to hear it made you think about the design.

[@JoanRansley]

I really enjoyed the video and I thought you spoke really well. Very thoughtful and well considered. Thank you.

[@DesignplusMorna]

@@JoanRansley Thank you so much for saying that, Joan. I really appreciate it. It took me some time to figure out how to put these ideas into words. It's funny but the video actually surprised me. :) .. Before making it, I had never taken time to really think about Muji or the Aroma diffuser in depth. I found the experience of making the video enjoyable because it was a process of discovery.

[@sarahsolangechannel1631]

To make this muji concept even more suitable would be to choose a different material than plastic :)

[@DesignplusMorna]

Hi Sarah, Ah, this opens up an interesting discussion about the challenge of moving away from plastic. There is a reason why plastic is so prevalent in products. Beyond making them more economically priced (cheaper) at scale, plastic offers the ability to add many small features into individual parts. The diffuser has lots of these small features which have different functions (hold the ultrasonic disc part, lock the lid, etc). Having these types of features moulded into a part is common with product that house electronics. Injection moulded plastic parts offer so many benefits for the design and price, it is really difficult to move away from it. This is the challenge.

[@deborahkogan4414]

Great!!!

[@DesignplusMorna]

thank you!

[@aseel7845]

totally agree on the microwave thing. something else that demands too much attention from me is CHARGING ALL MY EVERYTHINGS

[@jessietrienen4950]

Do you know what year the muji diffuser was created. I'm doing an assignment on it for uni and I can't find when it was created?!

[@user-pw3kb4tu2g]

the fridge in my house will keep singing if the door is not closed, but the funny thing is that only the old people(my grandma) will forget to shut the door of it, and she has Presbycusis which means she wouldn't be able to hear the sound. and sadly the fridge don't have any buttons to kill the sound of it, only closing the door after being opened about like 2mins will do so. it's so frustrating...

[@raul.sh_]

I have a question. Does your diffuser pour water out while it works?

[@DesignplusMorna]

Do you mean - does it leak water? No

[@pebble888]

That was such a great exposition and, when one thinks about it, the design decision/philosophy is so obvious to see for all muji products. I need to sit by your knee and hear more. I’ll buy you a cup of tea next time you’re in London!

[@DesignplusMorna]

Haha, thank you! I've never been to London but I'll let you know if I ever go. Also, happy you liked the video. :)

[@ParesTailor]

How long does 100ml last? How many hours?Does the water evaporate eventually?

[@DesignplusMorna]

Yes all water evaporates eventually... Unfortunately I don't know how long it lasts. Maybe you can find another review?

[@minsent7855]

Japan!

[@nihilist4184]

Very detailed analysis of a white light with steam. Do you give your hubby an in depth analysis of how he is performing in the lovemaking dept too?

[@annaha4644]

can you use other oils with this ?

[@DesignplusMorna]

Not sure - you should check muji's website.

[@Adeline9418]

I have a small Asakuki diffuser. Looks similar to yours. 1/3 the price.

[@georgyx]

Dear Morna, I can understand that You always think as an industrial designer who usually has to create and present stories and ideas to the client, to accept the new design. My question is, can You tell this behind story and philosophy for every potential customer? In my opinion, no. If it's true, then how relevant is the whole for the selling point of view? In my case, for example, sad or not but I have never heard about Muji brand and when I first saw the product I immediately thought, this is a cheap, boring Chinese product and no way to buy that. : ) May I ask You, generally as an industrial designer how much is the responsibility to design sellable products? Best regards, George

[@DesignplusMorna]

Hi George, thanks for your question. I want to answer all parts of it completely so I'll get back to you later this evening after work when I have more time.