「大学ブランド」のブランディングを軸としたデザイン活動の研究

シンガポールでは製造業の国外流出が続いており、企業と 商品開発をする機会は減少傾向にあるため、シンガポール国 立大学のデザイン・インキュベーション・センターでは、 『D.Lab』という独自ブランドを立ち上げ、D.Lab ブランド でプロダクトをデザイン、開発し、大学内の設備で生産して 商品としてマーケットに流通させている。優れたデザインとは造形や使い易さだけでなく、生産、流通、 販売、価格など多岐にわたる条件が満たされたものなので、プロ トタイプとして終わらせるのではなく、マーケットに流通させ ることが重要である。D.Lab ではブランディング戦略の一環と して、メーカーが商品をプロモーションするのと同様に、注目度 の高い展示会への出展を行っている。特に海外の展示会は、無名 のデザイナーの作品でも評価が得られる土壌があり、立ち上げ間 もないブランドの認知度の向上にも非常に効果的である。この先進的な取り組みが成果を上げているのは、パトリック・ シアという優秀なデザイン・ディレクターの手腕によるところが 大きい。大学においても、優秀なデザイン・ディレクターのもと、 注目度の高い展示会出展などを軸としたブランディングを行っ ていくことが必要である。In Singapore, a lot of industries move out from Singapore, therefore it is decreasing that a chance to develop products at university with a company. Because of this, Design incubation center of National University of Singapore has developed original brand called “D.Lab” , then they design, develop, produce in the university, and put onto the market as a commercial products under the name of “D.Lab”.Good design have to fulfill all the conditions of good for form, usability, production, distribution, sales, and price etc., it have to be not only prototype but also commercial product. D.Lab exhibit their products at important exhibitions just like product manufacturers. It tend to be able to get a fair evaluation regardless of name recognition especially at exhibition out of Japan, therefore it is very effective to gain recognition for a minor brand.This progressive approach is fairly successful, it thanks in large part to a talented design director, Patrick Chia. In university, it need a branding center around taking part in important exhibitions with a talented design director

Personalized values in life as point of interaction with the world: Developmental/neurobehavioral basis and implications for psychiatry

Behavioral neuroscience has dealt with short-term decision making but has not defined either daily or longer-term life actions. The individual brain interacts with the society/world, but where that point of action is and how it interacts has never been an explicit scientific question. Here, we redefine value as an intrapersonal driver of medium- and long-term life actions. Value has the following three aspects. The first is value as a driving force of action, a factor that commits people to take default-mode or intrinsic actions daily and longer term. It consists of value memories based on past experiences, and a sense of values, the source of choosing actions under uncertain circumstances. It is also a multilayered structure of unconscious/automatic and conscious/self-controlled. The second is personalized value, which focuses not only on the value of human beings in general, but on the aspect that is individualized and personalized, which is the foundation of diversity in society. Third, the value is developed through the life course. It is necessary to clarify how values are personalized through the internalization of parent-child, peer, and social experiences through adolescence, a life stage almost neglected in neuroscience. This viewpoint describes the brain and the behavioral basis of adolescence in which the value and its personalization occur, and the importance of this personalized value as a point of interaction between the individual brain and the world. Then the significance of personalized values in psychiatry is discussed, and the concept of values-informed psychiatry is proposed