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Inspired by humans, creating the future

Samsung believes in the value of people’s dreams. Therefore, our design should begin with empathy for people’s lives. Samsung strives to create a better future with our users. Together, we can contribute to society by creating sustainable values and bring joy and meaning to our lives. This is the design to which Samsung aspires. To achieve our goals, we pursue three design values.

Balance of Reason & Feeling

Humans are the heart of Samsung design. Humans are beings that combine reason and emotion, and the balance of these two natures has enabled our culture to flourish. Samsung will strive to ensure that reason and emotional sensibility are harmoniously embedded throughout the whole design process from cognition and the organization of thought to expression and creation. An elegant balance between science and technology, with an emotional human touch, is the design to which Samsung aims.

Simplicity with Resonance

Samsung pursues natural simplicity. This is a value that can only be reached through a process of ‘emptying’, which comes after the experience of ‘filling’ and ‘overflowing’ with insight. The beauty of simplicity moves us with a gentle but lasting resonance, because it is the pure and graceful effort of bringing out the true essence of the product and service’s meaning and being. Samsung pursues design values which are optimized toward users to make it naturally intuitive, attractive, and simple.

Meaningful Innovation

The ultimate goal of design it to make people’s lives more enjoyable and meaningful by creating new values and cultures. Samsung envisions a design innovation that can enhance our lives and society for a better future. Samsung aspires the design that delivers a new ‘meaning’ and ‘delight’ to people, which contributes to society by creating sustainable and innovative value.

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