Design gives us the tools to make technology serve human goals and satisfy human desires. By focusing on people in real situations, we gain insight into problems and potential solutions. Through design we can deliver a product's functions in more convenient and aesthetically pleasing ways.
The Fujifilm Design Center designs products including digital cameras and business equipment. Through market analysis and forecasting and accurately ascertaining user needs and potential demand, it gives form to external designs and usability suited to the environments of individual uses and specialized domains. It carries out a wide range of activities from product design through proposal of products based on design concepts.
The Fujifilm Design Center carries out market-focused design chiefly of packages, printed content, and logotypes. It aims to achieve easily understandable designs from a customer's perspective, by researching consumer lifestyles in which products are used.
The Fujifilm Design Center designs interfaces for digital cameras, business equipment, and Web services. It realizes easily understandable, easy-to-use interface designs while analyzing the situations in which users use products, producing prototypes to design operating flows in the initial development stages and to confirm screen designs and operability, as well as proposing and testing designs.
The Design Center is working toward the objective of creating new values by better understanding Fujifilm's advanced technologies, broadening our potential through flexible thinking, and identifying connections to customer needs. Through publicizing our work which visualizes the true nature of technologies developed in projects conducted together with individual research laboratories and divisions, we strive to contribute to Fujifilm's growth by exploring new roles of design, different from design for product commercialization.
Anodic oxidation of aluminum sheets using nanophotonics technologies create s that change according to viewing angle. Aluminum sheets processed into the shape of the wings of a morpho butterfly have been created to discover the possibilities of science and technology through comparison with the colors of the natural world.
Developed as an anti-counterfeit label, FORGE GUARD is a product that takes advantage of Fujifilm's research and development of highly functional materials. In the hope that this technology could be applied in other fields as well, this product was exhibited at Japan's largest design event, 100% Design Tokyo 2009, in the form of the Forge Jungle artwork to let visitors search for hidden animals in the jungle.