（PH design for 2535雜誌No.2）

根據調查，台灣約有400萬左右的吸菸人口，每三人就有一人吸二手煙。每年接受政府補助戒煙者，僅約莫三萬人。今年一月十一日起，在國民健康局公佈新的菸害防制法之後，成為全球第17個全面禁煙的國家，有煙癮卻沒地方抽的人，有“被迫”戒煙的趨勢。世界各國為了減少吸菸、喝酒的人口，除了法令之外，菸品、酒品包裝、廣告上都被規定，需要加註所謂的“警語”，甚至駭人的圖片，希望達到遏止的效果；但若現在告訴您，警語的效果，不但不能嚇阻，反而會觸動他們的菸癮、酒癮呢？

丹麥品牌行銷大師馬丁．林斯壯(Martin Lindstrom)最近在跨國大企業的贊助之下，花了三年的時間，七百萬美元的經費，兩千名的志願者，進行了一項神經行銷學(Neuromarketing)的研究，目的在於更加了解消費者的購買行為，讓行銷策略能夠更為精準。林斯壯的團隊使用了fMRI（功能性核磁共振顯像）及EEG（腦波訊號）等測試觀察受測者的腦部，並於日前，將研究結果集結成書：“Buyology: Truth and Lies About Why We Buy” (購買學：購買慾望的真實與謊言，暫譯），披露了幾項驚人的結果，以及長久以來行銷策略一廂情願的迷思。其中最引起我們興趣的一句話是：

菸品警語反而刺激煙癮。

一般人都知道，包裝盒上或是廣告上的警語，對於有煙癮的消費者是沒有太大的影響力的；而林斯壯的研究，不但證實了此項說法，且更糟的是，警語刺激了人類腦部的阿肯伯氏核(Nucleus Accumbens，頭腦內部與上癮相關的區域)，反而刺激了煙癮。

有了這個結果，對於長期強力向香煙宣戰的泰國政府，或許得三思了。除了警語之外，泰國煙品包裝上還得貼上大面積的駭人圖片，是各國中對於販賣煙品規定最嚴格的；但最近他們更決定在酒瓶上貼類似的警語及圖片，希望能嚇阻過度飲酒。

除了禁煙風潮外，由吸菸者所發起的“反禁煙”(Anti-Anti-Smoking)運動也遍地開花。“The Truth”(http://www.thetruth.com)是國外發起的禁煙活動，告訴大家抽煙的醜陋真實面是什麼。而由另外一派人所發起的“Swear to God”則是針對 “The Truth”，對上帝發誓抽煙的優點在哪；兩方針鋒相對，各有支持者簇擁。在台灣，則有《解菸》與《反禁煙自救聯盟》串連活動在網路上展開，尋求吸菸者的支持，希望能改變政府嚴苛的規定。至於菸盒上的警語或驚悚圖片是否為吸引人購買菸品的元兇？或許只有癮君子知道吧！

claesson koivisto rune – Our interviewee @ Design&Life issue 12 – has launched their new collection for Milan Design Week 09’.

‘Parupu’ paper pulp chair by södra

‘delta’ by arflex

‘kaleidoscope’ by paola lenti

‘haven’ by paola lenti

‘hillside’ by arflex

‘etage’ by offecct

‘boxplay’ by swedese

暨五年前 Nicole Kidman 拍了首隻Chanel No.5 迷你電影之後，此次Audrey Tautou再度與艾蜜莉異想世界的製片 Jean-Pierre Jeunet合作，與男模Travis Davenport拍攝Chanel No.5第二隻迷你電影。此次2分多鐘的廣告裡，完全沒有任何對白，完全靠Audrey Tautou精湛的演技來表達男女主角之間的情愫。對此，Jean-Pierre Jeunet說他有完全的信心，因為Audrey在艾蜜莉異想世界的演出，早已獲得大家的讚美及認同。此次描寫從巴黎到伊斯坦堡快車上的愛情故事，長短版的廣告將在五月五日同步在電視、網路上播出。

Almost five years after Nicole Kidman and director Baz Lurman collaborated on the first Chanel No 5 mini-movie, French beauty Audrey Tautou has teamed up with Amelie filmmaker Jean-Pierre Jeunet for the next instalment.

The commercial – which recalls the vibrant colours of Amelie – follows the doe-eyed actress as she keeps chancing across a handsome stranger, played by model Travis Davenport, en route from Paris to Istanbul aboard the Orient Express.

To the strains of Billie Holiday’s hit I’m A Fool To Want You, Audrey’s character first encounters him aboard the train when he is captivated her perfume. Later, drawn by the scent, he lingers outside her cabin. Then, in Istanbul Audrey misses a riverboat only to photograph it later from another ship, and in doing so captures an image of Travis on its deck.

A crew of 250 spent three weeks filming the two minute, 25 second ad. It was shot last May on location in Istanbul, train stations in Nice and Limoges, central France, as well as in a Paris studio. It hits the internet in full form on May 5 – 88 years to the day after Coco Chanel first introduced her legendary fragrance.

- via hellomagazine.com

Bamboo has been widely used for thousands years in Asia in many fields.

Do you know it is also an ECO material?
text / Design&Life™ editorial team (as seen at Design&Life™ issue 15)

yatara stool by Juergen Lehl  /  Copyright © Noriko Matsumoto

Bamboo has been widely used for thousands years in Asia in many fields, such as architecture, cutlery, containers, furniture and so on. Recently, as the era of ECO came, lots of designers from western have found the merits of this ancient, natural material, and begin to use it in their design.

Bamboo wall house by Kengo Kuma  /  Copyright © grüngrün

One of the most notable example to show the advantage of bamboo is Nick Frey – the US Espoir National Time Trail Champion. He has won the championship with the bamboo bike he made with his Princeton fellows, outplayed all the expansive carbon bikes. And last year, they have teamed up to create a bamboo bike business, Sol Cycles.

Through the research, the tensile strength of bamboo is considered stronger than steel, and it withstands compression better than concrete. “Despite its lowly reputation, bamboo may be the strongest stuff on the planet,” wrote by Newsweek magazine reporter Lily Huang while interviewing those Princeton students. Bamboo is also eco. “Though most often used as an alternative to timber, bamboo, with its underground rhizome root system that continually regenerates the plant when the stalks are cut, is technically a type of grass. In fact, it grows faster than any other grass—in some conditions well over a meter a day. It also produces 35 percent more oxygen from carbon dioxide than trees and more effectively binds soil to prevent erosion.”

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地球最強物質，風馳電掣竹破天驚！（PH design for 2535雜誌 No.3）

竹子是亞洲普遍、常見的植物，竹子製成的工藝品，在日常生活中應用廣泛，一直到今日也十分常見在一般家庭當中：盛東西用竹簍、蒸包子用竹籠、掃地用竹掃把、吃飯用竹筷竹筒、包粽子可用竹葉、劃界線用竹籬笆、曬衣服用竹竿、蓋房子用竹鷹架；求平安就擺個竹飾品、求優雅就掛副竹墨畫、求神問卜就抽個竹籤。中國人對竹子的重視，可從很多地方發現，不管是號稱「四君子」的「梅蘭菊竹」，還是「四友」的「松竹梅蘭」，又或是「三清三益」的「梅竹石」，「竹」都佔有一定地位。就連近日「熱烈歡迎」來台的國寶熊貓團團圓圓，每天兩人至少也要吃掉50公斤的竹葉，更凸顯了竹子的重要性不只限於人類！

近來隨著環保意識的抬頭，西方的設計師近來突然發現了這個耐用又環保的材質：它的生長速度，遠勝過於任何植物，就算被截斷，它匍匐在地下的根莖，在某些條件之下，可以以一天一米的速度生長；它甚至比其他樹木能多生產35%的氧氣，也能更密切地和土壤相互依存，防止土壤的流失。尤更勝者，根據國外的研究，竹子的抗張（拉）強度，遠勝於鋼筋；抗壓程度，遠勝於混泥土，被新聞週刊（Newsweek Magazine）盛讚為地球上最強的物質。

ASUS bamboo laptop  /  Copyright © ASUS

就在大夥兒對於這個擁有強烈東方色彩的材質做各種探索及嘗試的時候，來自於普林斯頓大學（Princeton University）的尼克．佛雷（Nick Frey）騎著他和夥伴一起打造的竹製單車，贏得了全美23歲以下計時賽冠軍。這輛用所謂「窮人的木材」所打造的單車，不僅吸引了所有人的目光，更遠遠的甩開了所有萬元等級的碳纖單車，在單車界投入了一顆震撼彈。Nick Frey並於之後，和夥伴們一起創設了Sol Cycles公司，致力於竹製單車的生產和研發。而在這之前，更早投入竹製單車的先驅設計師克雷格．卡爾菲（Craig Calfee）便說到，「竹材比碳纖來的更優秀，能提供更棒的結合強度以及震動抑制效果；﹍﹍ 竹製單車早晚會風靡整個單車界。」且事實上，卡爾菲亦是碳纖車體設計的第一把交椅，世代交接已經十分明顯。

除了竹製單車之外，也可以看到竹子被運用在其他方面：如日本京都大學研發的竹製電動車BamGoo；環保建築師麥可．邁道夫（Michael McDonough）運用竹材建造的房子e-House和ArcHouse；華碩（ASUS）所生產，擁有竹外殼的筆記型電腦；由Smith & Fong公司所研發的新型態竹地板建材Plyboo（ply + bamboo）；又或是近來十分流行的竹製衝浪板等，再再證明了竹子的實用性。若竹子日後鹹魚翻身、價格飆漲，首當其衝的，恐怕就是團團和圓圓吧！

Hi everyone, welcome to the blog of PH design consultant & Design&Life™.

Established in 2005 by Pohsuan Hsu(Shibo) & Yinwen Chen(Small), PH design consultant is a dynamic design studio with solid design experiences. PH design consultant is right now based in Taipei, Taiwan with a broadly worldview. In 2007, they have set up their New York agency and also launched their online media – Design&Life™  online minizine which has grabbed the world’s attention immediately.

PH design consultant specializes in Corporate Identity System, Brand Images, Signage System, Shop Development Consultant, Packaging Design, Editorial, Advertising & Creative Direction for worldwide.

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Design&Life™  is an online minizine published by PH design consultant. The minizine gathers information including design, lifestyle, fashion, trend and creative news from all over the world. We even bring you the healthiest, the most creative and easiest D&L home-made recipes.

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