Tetsuya Goto


On small projects with cultural institutions, it’s [hierarchy] not an issue. The commissioner, editor and designer decide at eye level. But if you work on commercial projects for bigger clients, hierarchy is an important issue in Japan. The problem is that the bosses usually make decisions based on their personal tastes, changing their minds over and over again. And as a designer you have to execute all these decisions without questioning them. In my opinion that is a waste of time and money. Fortunately, in recent years, some companies have started to change their mindset. They understand the quality of a precise briefing. But the majority still stick to the top-down trial and error method. Tetsuya Goto

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