Just Enough Design: Reflections on the Japanese Philosophy of Hodo-hodo

by Taku Satoh

A Japanese designer offers a compelling alternative way to engage with our possessions, our history, our environment, and each other.
 
The Japanese phrase "hodo-hodo" originates in ancient times. When contemporary designer Taku Satoh applies it to his work, it means "just enough." Hodo-hodo design deliberately holds back, leaving room for individuals to engage with objects according to their unique sensibilities. In the midst of a consumerist age, Satoh has built an illustrious design career around this philosophy, creating iconic work in fashion, food, and architecture. His ideas speak not just to professional designers, but to anyone who wishes to move more thoughtfully through the world. Within this slim but powerful volume, Satoh explains his philosophy through tangible examples—from the aesthetic of a timeworn ramen shop to a rooftop playground inspired by onomatopoeia. Urging readers to appreciate everyday objects and spaces and to question the lure of convenience, he delivers a message rooted in the past yet perfectly suited to our times.
 
TIMELY As more people begin to question the structures of consumerism, this thoughtful book offers a different way of seeing the world. Satoh's philosophy aligns perfectly with sustainable lifestyles.
 
UNIQUE INSIGHTS INTO JAPANESE Japan is a huge cultural exporter and a booming travel destination. Many Japanese ideas and traditions—such as ikigai, forest bathing, and wabi-sabi—are being widely celebrated as pathways to a more fulfilling life. This book presents hodo-hodo, a concept not yet widely exported. Learning about hodo-hodo will enrich readers' understanding of Japan, as well as inspire designers and other creatives in their work.
 
AUTHORITATIVE Taku Satoh has over four decades of design experience. His work is renowned in Japan, and he's worked with major brands and museums and won many awards. Here, he shares wisdom drawn from his design expertise and his deep love for his culture.
 
ACCESSIBLE The handy paperback format is perfect for a book that you will want to read and re-read. Satoh proposes fascinating and pertinent ideas in an unintimidating way.
 
Perfect and design studentsCreatives of all kindsReaders passionate about sustainabilityAnyone interested in Japanese culture and history

Genres: Design, Nonfiction, Architecture, Art, Philosophy, Art Design

137 pages, Kindle Edition

Published October 4, 2022

Reviews

[Josh Macdonald · Rating 3 out of 5]

I find myself caught between two minds with this book. On one side I find the project examples from Taku Satoh really interesting, and the topics and questions of "Can you apply value like slapping on a label?" and "The Human Memory is unreliable, so simplicity is needed" provide great insight into what Just Enough Design is.

However I also feel that sections of the book become drawn out and pretentious as he tries to explain more in depth aspects of the way he thinks. Don't get me wrong, his designs are expertly crafted and epitomise the Japanese Hodo-Hodo he references with the simple yet beautiful qualities they have, but I feel the book moves away from the original starting point the further you get through it.

[Manas Saloi · Rating 5 out of 5]

I take notes when I read a book. I ended up highlighting the entire book. It is that good. Highly recommend to anyone who is interested in design.

[GONZA · Rating 4 out of 5]

I like design books a lot, those based on Japanese design, very much. Again, the author takes us through a philosophy of the objects and what they represent, more than just describing the choices that led him to make the object or label that way.
Well explained and accompanied by fantastic pictures.

I libri di design mi piacciono molto, quelli basati sul design giapponese, moltissimo. Anche in questo caso l'autore ci accompagna attraverso una filosofia degli oggetti e di quello che rappresentano, piú che descrivere soltanto le scelte che lo hanno portato a fare l'oggetto o l'etichetta in quel modo.
Ben spiegato e corredato da fantastiche fotografie.

I received from the Publisher a complimentary digital advanced review copy of the book in exchange for a honest review.

[Am Y · Rating 2 out of 5]

Let me address the bit on Japanese culture first. Yes, you do get a bit of insight into how Japanese designers may approach product design and audience engagement (assuming that Satoh speaks for the likes/dislikes of Japanese masses & every designer in Japan, and that his perspective reflects everyone else's), but it really is minimal, considering the vast number of different goods that Japan produces, from fashion to food to technology. Only a few products are discussed, using specific examples (e.g. beauty products, rice, sake, etc), and nothing else is said about products that don't fall in these categories.

Then there's the bit about why certain designs were chosen, and what purpose those designs were meant to serve. Satoh does explain, for instance, why a smooth glass bottle was chosen as the receptacle for a beauty product (to convey the same feeling as flawless, cool skin), though of course you can disagree with this and argue that it does nothing for you as the consumer (like it did nothing for me). It really all boils down to the individual user's own unique life experiences when it comes to what any particular design's meaning would convey to them. I found some of his designs impractical for use (e.g. application of the product is hindered due to the design of the bottle opening, or product wastage could occur because the consumer will have a hard time extracting the last remaining contents of the bottle, etc). The bottomline is, though some of his designs may seem justifiable to him in certain ways, he fails to think of other ways in which these designs may be unsuitable for use. There is a short chapter in which he blames modern conveniences for causing the loss of jobs (e.g. bottle cleaners are no longer needed as bottles are now discarded), or for making people unhealthier (e.g. e-bikes as opposed to manual self-powered bikes)... this gives you a bit of insight as to his design mentality - convenience, time-saving, and ease of use are not his priorities.

Finally, the bit about "hodo-hodo". I couldn't really find anything in the book that was much related to this! I'm still uncertain as to how hodo-hodo informs Satoh's design process. I couldn't really see that in some of his designs, I wasn't impressed much by them, and they failed to inspire me. Overall, this book was underwhelming, and a disappointment.

[Sirkku · Rating 4 out of 5]

Definetly want this book in my self.

It was very interesting and got me thinking. I think this was my first time reading an intire book in english. Even though I wasn't familiar with all the fancy words it was still understandble (I did have to google some words here and there).

It was fun to see photos of the actual products the book was talking about. Also very interesting to read about some of the japanese words and their translation.

I really liked the way the book was written (or I guess the translation???). Definetly got my attention from the start. Also the small "chapters" made it easy to read and take breaks/stop the reading. The authors personal story's were interesting and gave even more insight and information (and generally very interesting to see more about the author in the own contexts of the book).

Also the book was just visually very hodo-hodo and reflected exacly what the book was from the inside.

[Cemre Gema · Rating 4 out of 5]

Before anything, writer provides such an amazing and brief understanding of Japanese design. He explains everything with both Japanese and English meanings of the words and how both cultures stands on designing. Understanding different design concepts through Satoh’s own work creates great examples. That being said, I did have some parts that I don’t specifically agree with. On the “To design or not design” part, I don’t think we always acknowledge design as ‘less’ or ‘more’. At the design critics, we are used to being aware of overly- designed work, which makes it ‘more’ however, defining a product through the lens of less-more shouldn’t be the character of the product itself.

At times I felt like Satoh is forcing the readers to believe that designing “just enough” is the only reasonable way to design. Which is not exactly my understanding of “convincing the audience”

[Amber Smyth · Rating 4 out of 5]

Super interesting philosophy based collection of essays on Japanese design. I’ve never read anything about design and this was a great introduction. I particularly like the idea that ‘design’ is integrated into how we behave in day to day life because it’s about making connections. For example (as given in the book) getting out of your seat subtly without making a fuss when you see an older person getting onto the train. I also really enjoyed the idea that having a distinct ‘style’, whether that be as an artist or individual, only has limiting effects and striving for specific style without being ‘supple’ just prevents genuine creativity.

[Seven Pesos · Rating 3 out of 5]

User Josh Macdonald says: "his designs are expertly crafted and epitomise the Japanese Hodo-Hodo he references with the simple yet beautiful qualities they have, but I feel the book moves away from the original starting point the further you get through it."

User Am Y says: "he bit about "hodo-hodo". I couldn't really find anything in the book that was much related to this! I'm still uncertain as to how hodo-hodo informs Satoh's design process. I couldn't really see that in some of his designs"

I still enjoyed reading this book, I had a fun day reading this.

[Avedon Arcadio · Rating 4 out of 5]

While a bit short, this concise read is a fantastic “essay” of sorts on the perils of consumerism and the role that design plays into our every day lives.
I loved the break down in each section interspersed with real examples of his past works and his thought process regarding everything he’s created so far. Plus the commentary of the dangers of too much design or too much convenience.
Highly recommend this this to any designer of any kind.

[Paricha duangtaweesub · Rating 5 out of 5]

A calm, humbling, and educational reflection on designer’s life lessons. The simplicity of his words communicates concepts far beyond the scope of design. The book helps me self-reflect on my own career as a designer-educator and as a person who cares about leaving a positive legacy on this planet.

[Charlotte Weyer · Rating 4 out of 5]

A little short overall, but the short chapters work well for making it easy to pick up. Filled with real examples on how his approach informs his design.

Good for humbling designers on social responsibility and ego, reminded me a bit of Mismatch by Kat Holmes in that sense.

[Deacon Clark · Rating 5 out of 5]

An incredible perspective on design, purpose, self interrogation and subsequent removal of the ego. I think I’ll be coming back to this one several times to ground myself as a learner and an engineer.

[Amila Banda · Rating 4 out of 5]

Great way to present a humble and well thought process of the design with the exact references.
It all comes together as very honest opinions of author, who is clearly sure about his ways and unselfish in presenting them.

[Luca Siletti · Rating 4 out of 5]

A little masturbatory at times for the lack of a better word (or a sleepless flight, who knows 🤷‍♂️) but overall informative breeze

Some absolute bangers for the quote book tho

“If you have to think about it, it’s already too late.”

[XY Hong · Rating 5 out of 5]

Concise and insightful read, quite a good book to reread and keep on the shelf.

[Quang Nguyen · Rating 5 out of 5]

A beautiful design philosophy. It's just so good!

[Beth Oehler]

Nice photos!

[SPE · Rating 4 out of 5]

Excellent

[Mercy]

*gifted to me by a professor

[Aditya · Rating 4 out of 5]

3.5 stars

[mr. w · Rating 5 out of 5]

most people would misintepret the book, nod, and keep making craps :)

[Diego · Rating 5 out of 5]

Short read but full of insight

[Rafael Cruz · Rating 4 out of 5]

This book offers a refreshing perspective where design should be just enough and nothing more. While much of contemporary design is done for its own sake, Taku Satoh proposes a return to a more purposeful approach. He presents a process rooted in meeting the real needs of end users by connecting to our basic emotions and senses. Through reflections on his own work, he explores how Japanese influence shapes not only the aesthetic qualities of his creations but also their ability to add value beyond their intended function.