The best ideas are so simple that it makes you wonder: "Why didn't I think of that?". Muji, one of my favourite Japanese brands, has come up with one of these ideas: just make things 20% smaller. Brilliant in it simplicity!
Most products are of a specific size because we are used to that, not because they need to be. Last year's Tsunami and the on-going concern about damaged power plants in Japan, has prompted Muji to rethink the way in which design impacts on the way we use energy. Muji decided to research what would happen if products would be made 20% smaller. Looking at the photos you can only conclude: what an easy way to reduce material- and energy usage. I hope they will also come up with an "20% smaller" idea for my clothes-size (no need to add comments for this, the answer is so obvious that even I can figure out that the solution could be found in 20% less -fair trade- chocolates....)