品牌方：美的
代理商：PUFF
“人类的幸福，是在协调与万物之间的关系中创造出来的。”
"Human happiness is nurtured through harmonious relationships."
BACKGROUND
美的重磅推出「人感科技」，主张以“人本主义”为用户提供富有温度、极致化体验的创新型产品与解决方案，让产品更加贴合人的感受与感知。由此，品牌需要适用于在场传播的主视觉平面方案，要求以不循于常规的表达方式强化「人感科技」核心理念。
Midea introduces "Human Sense Technology," creating innovative products and solutions that cater to people's emotions and perceptions. The brand seeks a non-conventional expression for on-site communication to reinforce the core concept of "Human Sense Technology."
DESIGN STRATEGY
在思考具体的设计或画面之前，我们需要回答三个关键问题：
1. 究竟如何诠释“人本主义”与“人感科技”？
2. 如何用设计的维度支持观念的表达？
3. 高端家电行业需要怎样的艺术化表达去适配自己的消费群体？
重要的是不但要看到事物，而且要有看待事物的方法。
The necessary considerations:
1. How to interpret "humanism" and "human sense technology"?
2. How do design dimensions support idea expression?
3. Artistic expression for the high-end home appliance industry to connect with consumers.
It is essential not only to observe things but also to cultivate a way of perceiving them.
人之根本，感受为先
Feelings Matter
“人是万物的尺度。” 这句话最初由古希腊哲学家普罗塔哥拉提出，如出一撤，当代佛学哲学家池田大作抛弃“沧海一粟”般悲观式视角，提倡制订一个“等身大范例”来观望这个世界，展现生命与生活的纤细体恤和感受。
通过“等身”的视角，人的感受和感官体验被急剧放大，在心理层面产生与「物体」同等的重量。从而，松弛感、原生感、存在感、社交感、氛围感等一系列「sensation」自然诞生，成为表达的主体，并带来与观者适度的「距离」和「空间」。
"Man is the measure of all things." Ikeda Daisaku embraces a "life-size paradigm" to view the world, amplifying emotions and sensory experiences.
Various sensations naturally emerge, establishing a moderate "distance" and "space" with the viewer.
科技需要真实性（Realness）
All About Technology’s Realness
我们常提及一个词叫做“科技感”。可什么又是科技感？
乔布斯说，“我喜欢活在人文和科技的交叉点上。” 这种交叉融合在苹果历代产品和视觉创作理念中被诠释得淋漓尽致：始终在科技之中表达一种真实性（Realness）。
这种「真实性」将看似冰冷、触不可及的“科技”融于日常场景，将抽象变为具象。
由此延伸出的艺术化视觉才能一方面传达独特的品牌精神，与同类产品差异化抢夺市场；另一方面，自然潜入消费者群体生活，积累起长期的品牌资产。
We often refer to the term "technological sense," but what does it truly entail?
"I love being at the intersection of humanities and technology," stated Mr. Steven Paul Jobs. Apple's history of products and visual creations exemplifies this intersection, always embodying realness in technology. On one hand, this artistic visual capability effectively communicates the brand's unique spirit and differentiates it from similar products in the market. On the other hand, it naturally immerses itself in the lives of consumer groups and builds long-term brand equity.
久而久之，产品便不仅仅是产品，更是一系列与人构建关系的方法。
Over time, products transcend their utilitarian nature and become a means of fostering meaningful connections with people.
As such, the human experience always remains at the forefront of technology.
