Think Flexibly with Your Whole Being

Reflections from Taku Sato, a Leading Figure in Japanese Design

Reading Life Through Design is a book where Sato Taku (佐藤卓), a prominent figure in Japan’s commercial graphic design scene, shares his experiences and thoughts on life and design. Renowned for his successful package designs, including Lotte Xylitol Gum, Meiji Oishii Gyunyu (Delicious Milk), and Nikka Whisky Pure Malt, Sato offers a perspective that challenges conventional expectations of designers. Rather than emphasizing ‘ego’ or ‘individuality,’ he highlights the importance of ‘flexibility’ and a soft, moldable ‘plasticity.’ By valuing subtle concepts like ‘appropriateness’ and the hidden worth of ‘dissonance,’ his insights invite us to reconsider the fundamental ways of thinking essential for a better life.