[Tech Talk] What Do Super Mario and Dyson Vacuum Cleaners Have in Common?

Nintendo and Dyson Share the Same Design Philosophy
'Form Follows Function'... A Pioneer of Modern Architecture

Japan's game company Nintendo's Super Mario. The vacuum cleaner from British home appliance company Dyson.

Both are flagship products that made their respective companies into major corporations.

At first glance, these two seemingly unrelated products actually share the same design philosophy at their core.

A plumber stomping on turtles? ... In fact, all are 'meticulously designed'

Nintendo Super Mario (left), Dyson vacuum cleaner =[Image source=Nintendo, Yonhap News]

Nintendo originally made playing cards and toys. It transitioned into a game company after the arcade game "Donkey Kong" unexpectedly became a huge hit in North America in 1980. Following this, Nintendo employees led by game developer Shigeru Miyamoto released the console game "Super Mario," which swept the global market, propelling Nintendo to become a solid representative Japanese corporation in no time.

Today, Mario has grown into a globally recognized brand, but at first glance, it seems to lack any logical basis. The protagonist is a plumber wearing a red hat, who breaks bricks in the air by jumping or defeats turtles by stomping on them. He also moves through stages by riding green pipes.

However, Mario is the result of meticulous consideration centered on a single theme, from stage design to character art. That theme is "How to create a game that progresses through jumping."

Super Mario's meticulous design is evident from the game start screen. The character is positioned to the left, instinctively prompting players to press the right button, and on the next screen, they immediately encounter a block marked with a question mark.
[Image source=Nintendo]

Even the game's start screen is intentional by the designer. The character is positioned to the left so that the user can press the right key to move, and a block with a question mark is exposed in the air so the player can immediately press the jump key upon starting. Without any manual or in-game explanation, the player understands the core function of the game.

This design approach continues as Nintendo's tradition and game philosophy to this day. According to world-renowned game journalist Mark Brown, Nintendo's design principle is called "Form Follows Function."

In other words, when developing a new game, Nintendo does not consider art, worldview, story, or even the target audience first. They first decide "what kind of gameplay to create" and then concretize the other elements. Brown explains, "The gameplay determines the game's appearance," which is the exact opposite of other developers who create the story and art first and then figure out what gameplay fits.

"Design follows performance" Dyson's design philosophy

Dyson's design philosophy influences even the materials and finishes of its products.
[Image source=Yonhap News]

What about Dyson? Dyson has emphasized "Form Follows Function" from its early days.

The best example of Dyson's "Form Follows Function" is its wireless vacuum cleaner development. Founder James Dyson originally designed transport carts.

One day, while cleaning a room with a vacuum cleaner, he realized the inconvenience of cords and filter bags, and sought a solution, which led to the creation of the current integrated vacuum cleaner.

Dyson's products are also praised for their design. Especially, the first vacuum cleaner graced the covers of several design magazines upon its 1983 release due to its elegant design. However, Dyson's design did not start from a desire to create "elegant products."

In a 2014 interview with a foreign media outlet, Dyson's founder said, "We never decorate something to make it more beautiful or popular. The nozzle and moving parts of the (design-praised) vacuum cleaner are just measures to prevent dust from damaging the machine and to reduce vibration and noise," adding, "Our product concept starts solely from 'maximizing performance.' The unique parts of the design simply follow from that."

Dyson's obsession with "Form Follows Function" extends to product colors, materials, and finishes. For example, Dyson insists on transparent designs and screwless parts so customers can maintain products without manuals. Initially, this was to ensure product functionality consistency, but now it has become Dyson's brand identity.

The origin of modernist architecture 'Form Follows Function'... Inspiring IT as well

Functionalist architecture by American architect Louis Sullivan.
[Image source=Art Institute of Chicago]

"Form Follows Function" is not originally a design principle from the IT or home appliance industries. Its roots trace back to early 20th century American architect Louis Sullivan.

Known as the "father of skyscrapers," he established the rectangular form of high-rise buildings. In an essay written in 1896, he stated, "Form ever follows function. This is the law," which marked the beginning of the Form Follows Function architectural movement.

Sullivan's architectural philosophy was passed down to Frank Lloyd Wright, considered America's greatest architect, completing a unique architectural style called "Modernism." However, his design methodology of "starting from function and organically completing design" inspired the technology industry, including IT.

Notably, those who completed product development for Nintendo and Dyson did not originally start as programmers or engineers. Shigeru Miyamoto, who created all of Nintendo's hits including Super Mario, majored in industrial design at Kanazawa College of Art in Japan and joined Nintendo with an interest in toy sketches.

James Dyson also studied design at the Royal College of Art in the UK before becoming an inventor. When developing the vacuum cleaner, he toured Japanese manufacturers and adopted several features that influenced Japanese industrial design at the time.

Functional beauty creates the brand

Form Follows Function does not guarantee corporate success. For example, Nintendo once held the title "king of the game industry," but allowed competitors like Sony and Microsoft to catch up, and suffered a slump in the 2010s, facing crisis rumors. Dyson has produced many "failures" since its founding and recently canceled an electric car project due to cost issues.

However, Form Follows Function gives products "originality." As of 2023, Nintendo is noted for its uniqueness compared to other game companies. Dyson also has a distinct brand value thanks to designs never seen before, such as fanless fans and hair dryers.

Unlike ordinary products where design and function are separate, these two companies invest effort in "deriving design from function." Form Follows Function may not make a company number one, but it makes it a solid "only one."