Visitors look at LG Electronics’ plasma TV with the world’s highest contrast ratio of 30,000:1, Thursday, at “FDP International 2007,” a display fair now under way in Japan. / Courtesy of LG Electronics

By Kim Yoo-chul
Staff Reporter

If ``big, bold and cheap'' were the keywords drawing in customers in the past, it now seems that ``small and sleek'' is the catch phrase causing consumers to open their wallets to purchase high-end gadgets.

This results in a seemingly endless fine-tuning of design thresholds in all aspects _ from miniaturization and materials to consumers' overall sensory experience.

The so-called ``look and feel'' phrase is being casually tossed about nowadays, yet it sums up the essence of what people seek in their electronic devices, such as handsets and flat panel televisions, and how intimately we now interact with them.

Color, sleek design and sensation are increasingly driving the lucrative consumer electronics market.

Market analysts say design has already become the main differentiator in the highly competitive consumer electronics market, which reflects the increasingly dynamic role of electric items in our daily lives.

``Robust sales of premium phones, including Ultra Edition, played a key role in selling 42.6 million handsets in the third quarter, a quarterly record. This brilliant achievement comes with the strength of our outstanding design,'' said Choi Chang-soo, executive vice president of Samsung Electronics' telecommunication division.

``Samsung has gained worldwide recognition quickly in design,'' he added.

Samsung's latest Ultra Edition II handsets are the outcome of the company's steady design-oriented strategy reflecting consumer demand.

``I was inspired by the recent trend of layered clothing. Each layer covers another and it forms an outline. The phone looks as if it is covering something too. I also tried to show smooth curved lines in the overall look,'' Kim Jin-soo, a senior designer of Samsung Electronics mobile telecommunication team, said in a recent interview with Samsung's newsletter.

``I can say present product design trend constitutes five main categories _ minimalism, soft minimalism, organic minimalism, retro modern and emotional expressionism. I think more specified minimal styles will be the main pursuit of product designers, given the increasing number of high-end buyers,'' said Kim Eun-young, a designer from Samsung's mobile team.

Experts say ``minimalism'' implies being pure, restrained, cool and seductive, while ``soft minimalism'' represents discreet and sophisticated. ``Organic minimalism'' explains fluid and sculptural, and ``retro modern'' stands for modest, humane and familiar. ``Emotional expressionism,'' which looks somewhat old-fashioned, cites playful and cute.

``But what is important is that such main categories could be incorporated into one main concept _ `sleek','' said Kim Sung-eun, a graduate from Milan-based design school Domus Academy.

The unique and slim design of LG Electronics' minimalist Black Label series enabled emotional interaction with the user and boosted its popularity.

The Chocolate phone, which has drawn keen interest with more than 14 million being sold since its global debut in 2005, resembles a bar of dark chocolate. When it is slid open, its touch sensitive keypad turns red and its LCD screen, which sleeps when not in use, lights up. Another hit, Shine phone's glittering silver mirror exterior also turns into an LCD screen when the keypad slides open.

``We have created a new segment of the market with design,'' said Chang Ma, who is in charge of design strategy at LG's mobile communications division.

`Bordeaux' TV's High Popularity

The sleek and simple concept is not confined to smaller devices.

With a curved base that resembles a crystal wine glass, Samsung's LCD TV, nicknamed ``Bordeaux,'' has been selling like hot cakes around the world as consumers capitalize on its exquisite design as well as quality.

``Do you know why there is speculation that Haier, a Chinese electronics giant, may have copied the incursive design of the Samsung TV? One definite reason is that its design appeals to consumers,'' said a Samsung official who declined to be named.

The robust sales of the TVs, reaching more than 2 million in the six months following its debut, are regarded as the main contribution to Samsung digital media division's brilliant performance in the July-Sept. period.

Samsung will exhibit the industry's slimmest 40-inch full-HD LCD TV at the ``FPD International'' fair in Japan. The fair is one of the three major display exhibitions around the world, and is being held from Oct. 24-26.

``Striking looks, exclusive feel and slim design of high-end electronic gadgets, combined with their uncompromising performance and function, attract fashion-conscious consumers and multimedia enthusiasts,'' said Choi Gee-sung, president of Samsung's telecommunication unit.

yckim@koreatimes.co.kr