The idea of “Japanese Quality” is derived from Total Quality Management. In this context there are two kinds of quality:
- atarimae hinshitsu （当たり前品質）- The idea that things will work as they are supposed to (e.g. a pen will write).
- miryokuteki hinshitsu （魅力的品質）- The idea that things should have an aesthetic quality which is different from “atarimae hinshitsu” (e.g. a pen will write in a way that is pleasing to the writer, and leave behind ink that is pleasing to the reader).
In the design of goods or services, atarimae hinshitsu and miryokuteki hinshitsu together ensure that a creation will both work to customers’ expectations and also be desirable to have.