Testimonials
Browse Testimonials
Innovating for the U.S. Market: Key Feedback from Carrier Johnson + Culture
By Yusuke Kawasaki, Ryoya Namiki, Shoko Nadata - KMEW Internship Program
We would like to extend our heartfelt gratitude to Carrier Johnson + Culture in San Diego for generously dedicating their time to provide valuable feedback on our new product. While CERACLAD has successfully introduced products that have gained significant traction in the Japanese residential market, this time, we are excited to present a completely new product developed specifically for the American market. Receiving insights directly from a design firm that follows the latest trends is an invaluable step, and we plan to share these perspectives with our product development team to further enhance our offering.
About Carrier Johnson + Culture
Carrier Johnson + Culture is an architecture firm based in California, USA, specializing in urban development, commercial facilities, educational institutions, and residential projects. The firm places great emphasis on reflecting the culture and values of its clients in its designs, providing sustainable and creative solutions. They are committed to strengthening the relationship between architecture and community, with a focus on environmental responsibility and enhancing people's lives.
Feedback on New Product Patterns
The design team provided extensive feedback on the patterns of the new product currently in development. For designs featuring prominent shadows, they suggested adding darker colors, particularly around charcoal tones, to enhance the stone-like texture. Regarding the "wood-grain" texture, they recommended offering a wide variety of color options. They also emphasized that using random patterns rather than single colors would convey a more natural feel, making the product more appealing.
Additionally, the team highlighted that for large-scale projects, the finer textures of the siding might become less noticeable, so opting for a larger-scale texture would be important to maintain visual impact.
Trends in Custom Colors
Recent trends show a growing interest in green tones, as well as accent colors like orange and gold. For wood-grain finishes, gray hues are less popular due to their aging appearance, with a preference for fresher, purer, natural wood tones.
When selecting colors, it is important to consider the interaction with the texture of the siding material, as products with shadows, such as ceramic siding, can undergo significant color changes depending on lighting. The design team recommended using single-color finishes for deeper carvings to maintain a consistent and appealing appearance.
Sustainability and Enhanced Functionality
CERACLAD's Triple-coat functionality was well-received, especially for its weather resistance and self-cleaning feature that makes graffiti removal easier. While using natural wood is challenging due to climate-specific issues and durability concerns, they noted that our caulk-less T-joint method and matte finish offer a natural alternative that could serve as a substitute for traditional wood.
Conclusion
In this interview, we received four key pieces of feedback:
- Developing textures that highlight natural material qualities.
- Utilizing shadow-enhancing color applications.
- Adjusting texture scale to suit large-scale projects.
- Expanding the range of colors to achieve a more natural, fresh appearance.
Based on these invaluable insights, we aim to deepen our product development and continue striving for more refined designs and enhanced functionality. We are committed to offering products that meet the needs of the American market and look forward to your continued support as we progress.
Yusuke:
Thank you for giving me this special experience today. In Japan, I work in research and development related to the quality of exterior wall materials. I also appreciate your evaluation of Triple Coat's self-cleaning feature during today's interview. We will pass on your valuable feedback to our product planning department and do our best to deliver a product that embodies the ideas you have proposed.
Nami:
Thank you very much for sharing your valuable insights with us. It was truly fascinating to hear your thoughts on color trends and desired functionalities based on San Diego's warm climate. The perspectives we gain from architectural firms often come from angles we would never have imagined, and they continue to surprise us every day. Inspired by the new viewpoints we received this time, we are motivated to develop even more desirable products that meet people's needs.
Shoko:
Thank you very much for taking time out of your busy schedule to meet with us today. The textured design with prominent shadows is one of our key focuses in exterior wall materials. With the abundant sunshine in San Diego, shadows are an important element that ties into the "material feel," and we are confident that this will resonate well with the local community. We will continue to work hard to refine our product and deliver it to you in the best possible form based on the feedback we received.