But expressiveness will prevail over standardisation

Today, the market is moving towards neutral territory.

All of this embodies a quest for simplicity and universality, but often also a tendency towards standardisation. Many brands have sacrificed distinctive elements in order to appear more contemporary.

Is it a symbol of minimalism?

Simplicity is a virtue when it enhances the experience, and a limitation when it makes everything the same.

What responsibility does artificial intelligence have?

It tends towards convergence because it learns from the same data and the same cultural models. This is why the role of design and of human beings becomes even more important.

What is the winning formula?

In my view, AI × (EI + HI), that is, artificial intelligence must be guided by emotional intelligence and human imagination to create meaningful and distinctive experiences.

But if colour takes a back seat, who takes its place?

Meaning, formal language, materials, interactions, movement and sound take centre stage. However, colour remains an integral part of this system. It does not necessarily have to dominate, but should help to create more human, memorable and emotional experiences.

Can a brand do without colour without losing its personality?

The real issue is not colour or the absence of colour, but differentiation. Some brands can build a very strong identity using black and white or neutral colours, provided their visual language remains distinctive.

At Samsung, you have been working on striking a balance between technological innovation and emotion. What role does design play?

It must transform technology into meaning. Differentiation stems not only from performance, but from the ability to help people live better lives, express themselves and connect with one another. Colour is part of this mission. At Samsung, we talk about expressive design: designing products that reflect the diversity of people, not the uniformity of machines.

The line between simplicity and anonymity?

Simplicity can be memorable; conformity leads to anonymity. People are different, and brands should have the courage to be different too.

What shores are we heading for?

The world is ready to move on from a long period of extreme minimalism and enter a new era of expressiveness. People are seeking identity, emotion and authenticity. That is why I envisage a future in which white, black and neutrals will coexist with richer, more meaningful colour palettes. Not less colour, but colour that is more intentional, personal and human.