Outline of GOOD DESIGN AWARD winners

2021 | Project Outline

For the GOOD DESIGN AWARD 2021, a total of about 88 judges, chaired by Takashi Ashitomi and vice-chair Seiichi Saito, reviewed the entries from a variety of perspectives.

Our Ideals

HUMANITYthe creativity that guides the making of things
HONESTYthe ability to clearly see the nature of modern society
INNOVATIONthe vision to open up the future
ESTHETICSthe imagination to evoke a rich life and culture
ETHICSthe thoughtfulness to shape society and the environment

Screening perspectives

Human perspective

  • Whether due considerations, including usability, understandability, and friendliness, etc., are given to users
  • Whether various considerations, including safety, security, environment, physically weak persons, etc., are given to maintain the credibility
  • Whether the design gains sympathy of users
  • Whether the design has attractiveness and induces users' creativity

Industrial perspective

  • Whether issues are skillfully solved by using new technology and materials or through creativity
  • Whether the item is reasonably designed or planned with appropriate technology, method, and quality
  • Whether the item contributes to the creation of new industry or business

Social perspective

  • Whether the item contributes to the creation of new culture, such as a new method, lifestyle, communication, etc.
  • Whether the item contributes to the realization of the sustainable society
  • Whether the item suggests new value, such as a new method, concept, style, etc. to society

Time perspective

  • Whether the item puts past contexts and accumulated achievements to propose new value.
  • Whether the item proposes a highly sustainable solution from medium- and long-term perspectives.
  • Whether the item represents continual improvements in accordance with the times.

Project Policies for this year

Although the GOOD DESIGN AWARD 2021 were held under the circumstances of COVID-19 pandemic again, the number of entries greatly surpassed those of the previous year, perhaps reflecting the expectations of the power of design. Keeping the process of "discover, share, and innovation" in mind, it was conducted as an activity to discover what is sincerely needed in difficult situations, and to present it to society in the form of concrete solutions. The main points are as follows.

Discover and promote the submission of outstanding designs from Japan and overseas

In order to widely inform applicants of this year's judging policy, online seminars on judging perspectives and individual consultation sessions were held throughout the application period. In addition, in order to strengthen the dissemination of information about the GOOD DESIGN AWARD to the younger generation, we selected web media with young businesspeople as their readership and sent out tie-up articles with information on the award targets of start-up companies run by young executives, such as the finalists of 2020.
In addition, we actively encouraged the submission of outstanding designs with great potential through communication via social networking services both in Japan and overseas.

Clarification of award-winning benefits

Taking advantage of the experience of the previous year's online award promotion, this year's event was designed to be a hybrid of an online event and an exhibition focused on the "GOOD DESIGN BEST100" so that more award winners can participate and enjoy the award.

Strengthening information dissemination of project results

In addition to the information on the award targets as a result of the judging process, such as the BEST100 presentations, Jury's insights and focused issues, the GOOD DESIGN AWARD has various contents generated from the judging process. In order to make this information accessible not only to applicants, but also to design professionals, design students, and the general public who are interested in design, we aimed to strengthen the dissemination of information through live streaming, video archiving, and the use of SNS.

Rules & Regulations

-> Principal Regulations for the GOOD DESIGN AWARD 2021 (PDF)
-> Application Regulations for the GOOD DESIGN AWARD 2021 (PDF)
-> Judgment Regulations for the GOOD DESIGN AWARD 2021 (PDF)
-> Election Regulations for GOOD DESIGN GRAND AWARD 2021 (PDF)
-> Outline of G Mark Usage Rules (GOOD DESIGN AWARD 2021) (PDF)


GOOD DESIGN AWARD Application period (April 1 - May 26)

1st Screening period (June 9 - July 1)
Entries were divided into screening units and judging was executed.

Results notification of the 1st screening (July 2)

2nd Screening period (July 10 - September 1)
2nd Screening Panel and Selection of the "GOOD DESIGN BEST100" ware held at Aichi Sky Expo.

2nd Screening Panel and Selection of the "GOOD DESIGN BEST100"(Venue: Aichi Sky Expo) (August 17 - 19)
For subjects who passed the 1st screening, we conducted a secondary screening using the actual products, panel board or other documents. The screening panel was closed door, and Day 2 was conducted the "Hearing Screening".
Based on the cooperation with Thailand, India, Singapore, Turkey and Indonesia, the responsible unit conducted the screening.
Recommended "GOOD DESIGN BEST100" candidate from each unit which juries selected was inspected by juries: chair, vice-chair, unit leaders of all units, and Focused Issues directors.

GOOD DESIGN AWARD and BEST100 Board (August 28)
The chair and vice-chair confirmed the results of the 2nd Screening.

Results notification of 2nd screening (September 2)
With regard to the GOOD DESIGN AWARD and the GOOD DESIGN BEST100, screening results were notified through the entry site.

GOOD DESIGN BEST100 Presentation (September 30)
GOOD DESIGN BEST100 Presentation was delivered live on YouTube.
GOOD DESIGN BEST100 Presentation

Good Design Special Award Panel (September 30)
Good Design Special Award Panel was held privately by juries: chair, vice-chair, unit leaders of all units, and Focused Issues directors.

Announcement of the award results (October 20)
GOOD DESIGN AWARD 2021 winners and the GOOD DESIGN BEST100 winners were announced.

GOOD DESIGN SHOW 2021 (October 20 - November 21)
An event entitled "GOOD DESIGN SHOW 2021" will be held mainly on the online project on the special website, along with the real exhibition with unique theme.

My Favorite Design 2021 Exhibition (October 20 - November 24)
An exhibition introducing personal favorite award-winning designs selected by the GOOD DESIGN AWARD 2021 juries.
My Favorite Design 2021 Exhibition

Yearbook "GOOD DESIGN AWARD 2021" Publish (March 2022)

Message from Chair(April 1, 2021)

0Aspiration and action with consideration

We are now in the midst of the coronavirus pandemic.
I think during the pandemic people are feeling that humanity is facing a major turning point.
Many of us are expecting and hoping not only to endure the disaster, but also to open the way to a new future by making use of knowledge and technology, looking back on the history of humankind and our past behavior. Such aspirations that people are having become the key driver to pass on to the human race in the future.

A word of aspiration contains a dearest wish, like a prayer.
People are not alone in aspiring.
People, society and nature have aspired until today.
Unfortunately, such aspirations have been difficult to realize because they can be overshadowed by loud demands and desires.
Unexpectedly, we have been able to recognize clearly each aspiration because our activities have been restricted.
Now may be the very time when we must carefully consider our modest and sincere wishes. Therefore, it is important to feel sympathy for others, which means being willing to have relationships with and to be considerate toward each other.

Blending various aspirations obtained by feeling sympathy and moving toward achievement is, so to speak, an “action with consideration,” which will certainly emerge as the way and shape of design to come.
The GOOD DESIGN AWARD focuses on and captures that.
In this award, we should discuss how much we can empathize with and support the proposal for the future that designs bring up.
I believe Good Design itself, which was founded by conversations between applicants and judges through the material existence of design and deepening mutual understanding, can be a powerful message to open up the next era.

Behind the prosperity of humankind is the history that ancestors turned disasters to their advantage.
I think that design is born because people carry experiences and lessons learned from difficult times to the next step.
The mission that design is charged with is not only to solve problems but also to innovate new value.
What will become our advantages going forward? For that, what and how should we design?
I hope the GOOD DESIGN AWARD, where a wide variety of designs come together, will be an opportunity to exchange opinions on such themes.
I look forward to seeing many of you at the GOOD DESIGN AWARD 2021.

Takashi Ashitomi

Takashi Ashitomi

Message from Vice Chair(April 1, 2021)

Action with consideration and aspiration

Human beings create things, and the question is, how should they play a role in a society?

What can humanity do now?
How should we substantially change the world and where should society head?

What will we learn and how will our mindset change from the battle against the novel coronavirus that continues to change our lives and the world? How should we pass on our experiences after overcoming many pains and sorrows?
What can we do about the suffering, sadness and ongoing recovery from disasters?
What should we do for people who are facing difficulties around us or in some faraway place in the world?

Many questions, “?”s, with no answers are emerging one after another. I think such questions are also wriggling inside the minds of many people engaged in design creation and social implementation.

Design turns small forces into a tidal wave and produces new things to change society for the better.
GOOD DESIGN AWARD adopted the theme of “resonance” in 2019 and “sympathy” in 2020. Through these themes, the award has focused on designs created while taking action and actively engaging with others and various things. We received many impressive designs, such as for tangible and intangible objects, processes, and those related to awareness. We have witnessed a moment when they gradually became a tidal wave.
One of this year’s themes, “action with consideration,” is aimed at having humans create even greater waves by encouraging greater sympathy between people. The other, “aspiration,” means design based on outcome, that is, the direction that humankind should aim at in order to produce greater waves.

Design is inherently hopeful. Humans who create tangible and intangible objects try to solve various problems in some way. However, when putting things into practice, it is evident that there are still different thoughts and philosophies informing them. Regarding efforts to improve the global environment, the definition of happiness, and dealing with new methods represented by technology are being promoted differently by each frame of industry, field, business and individual, among others.
GOOD DESIGN AWARD evaluates a broad range of designs in an interdisciplinary way. Through the screening, its role is to encourage actions with consideration in order to grasp the direction humans and society should move in. The award aims to contribute such that it can show the hopeful direction that we seek in a sincere manner. I look forward to encountering many Good Designs this year.

Seiichi Saito

Seiichi Saito
Vice Chair of GOOD DESIGN AWARD 2021