Kenya Hara MUJI advertisement, 2005 tea house posters. Hara’s advertising philosophy for MUJI reinterprets old concepts of anonymity and universality. As he explains, “Communication becomes effective only when
12 | Graphic Design Theory
an advertisement is offered as an empty vessel and viewers freely deposit into it their ideas and wishes.” 1 1 Kenya Hara, Designing Design, trans. Maggie Kinser Hohle and Yukiko Naito (Baden: Lars Müller, 2007), 243.