Simple is communication

Greetings from Japan.

From unwrapping an onigiri to operating home appliances, the Japanese show remarkable precision in communication. Every instruction is crafted with care, so the receiver can follow it with ease.

But refined communication is a two-way act—both the sender and the receiver must share the same appreciation for detail. This approach feels natural in Japan, where people notice and celebrate the smallest subtleties of daily life.

Carefulness creates distinction, but simplicity creates efficiency.

At breakfast buffets, I often see foreign travellers burning their toast because the unfamiliar toaster looks overly complicated—not because instructions are missing, but because they’re too detailed. Faced with long explanations, people look for shortcuts and rely on trial and error instead.

I believe true universality lies in refined simplicity. The most thoughtful designs don’t just explain—they guide, effortlessly. Because in the end, simple is communication.