When Samsung wanted to create something truly unique with the Samsung N310 netbook it knew it would need to seek out a designer with vision and a unique approach to design.
Naoto Fukasawa, the winner of over 50 design awards, including the acclaimed D&AD award here in the UK, the IDEA award in the US and even the prestigious Mainichi Design award in Japan. When approaching the design of the Samsung N310, Naoto Fukasawa created a design language, a set of concepts or themes that would help define and refine his vision into one final concept – the Samsung N310.
The starting point for this concept was the phrase ‘Values we naturally pick up’. This idea that the Samsung N310 should be something you want to naturally touch and pick up became the underpinning theme of the design.
Fukasawa explored this concept by refining the idea of what people want to touch and hold, leading him to the conclusion that it is rounded and tactile objects that best match the phrase; ‘Values we naturally pick up’. This led to an idea that the netbook should have a shape that is simple but easily understood. Such shapes can often be seen in nature, especially in the design of a pebble. The smooth rounded lines of a pebble have been worn away by wind, rain and waterfall, making for a truly pleasing and tactile sensation.
This ‘pebble’ theme can be seen in the rounded edges of the Samsung N310 netbook, as there are no sharp corners, no rough edges, just one continuous line. Even the embossed Samsung logo on the lid of the N310 netbook has a tactile feel to it, forcing the user touch and and explore the design.
Fukasawa has turned to nature when contemplating the colour of the Samsung N310. Fruit with a nature round shape are common but one that gives a hint to the colour defined by the N310 netbook is the Kiwi. The outside colour and texture is completely opposite to that found on the inside and so it is with the Samsung N310. Whether it’s the blue or orange of the outer casing, it contrasts sharply but aesthetically with the black of the frameless screen and keyboard.
In the Samsung N310 netbook, Naoto Fukasawa has clearly designed something of beauty, grace and style. That is has managed to marry this concept with Samsung’s latest cutting-edge features helps define the N310 netbook as a truly premium ultra-portable.