The most comprehensive collection of Design Principles on the Internet.

921 design principles and counting.

31 Aug 2014

MUJI Philosophy

"MUJI products vividly embody both our product-design methods and our overall philosophy. Since its birth in 1980, the MUJI brand has attracted a steadily increasing number of consumers, precisely because of our growing understanding and refining of sales principles. Our goal of offering products that excel in quality at lower prices has been achieved by avoiding the waste typical of much product-manufacturing and distribution – in the form of unnecessary functionality, an excess of decoration, and needless packaging. Responding to the perennial consumer demand for reasonable pricing, MUJI has accordingly designed and developed countless successful products. With our unique development processes and our ongoing exploitation of innovative ideas that always take the consumer’s perspective, we have in many cases re-defined “user-friendliness.” Notably, in order always to offer high-value products that are reasonably priced, MUJI travels the world in the conscientious procuring of quality materials." MUJI

Source: MUJI website

1. MUJI is not a brand whose value rests in the frills and “extras” it adds to its products.

2. MUJI is simplicity – but a simplicity achieved through a complexity of thought and design.

3. MUJI’s streamlining is the result of the careful elimination and subtraction of gratuitous features and design unrelated to function.

4. MUJI, the brand, is rational, and free of agenda, doctrine, and “isms.” The MUJI concept derives from us continuously asking, “What is best from an individual’s point of view?”

5. MUJI aspires to modesty and plainness, the better to adapt and shape itself to the styles, preferences, and practices of as wide a group of people as possible.

This is the single most important reason people embrace MUJI.

6. MUJI – in its deliberate pursuit of the pure and the ordinary – achieves the extraordinary.


  • Organization
  • design thinking
  • Product Design

Related collections

Ten principles for good design

10 principles

Dieter Rams

Android Design Principles

17 principles

Android Developers

The 10 Principles of Successful Lean Product Teams

10 principles


Ten things we know to be true

10 principles


Laws of Simplicity

10 principles

John Maeda