A' - new philosophy by a'postrophe design A' - new philosophy by a'postrophe design
aug 06, 2013

A' - new philosophy by a'postrophe design


A’ – new philosophy by a’postrophe design
all images courtesy of a’postrophe design




based on the concept that designs often fail, chinese designer ivan zhang, founder of a’postrophe design has created a philosophy to fix the process. a daily product, may be referred to as ‘original A’, and as it needs correcting it is modified to represent ‘original B’ – a reaction and improvement from the first attempt. this improved model can then be called ‘original C’ the option that achieves the intended purpose of the product:


calculated as A + B — C


the design philosophy of A, A’ is to avoid this intentional correction, and directly achieve the product’s purpose C:


calculated as A’ —— C


this improves the function of the design and the experience for the user. applying this theory to already conceived products, there is less impact on the ecological footprint of the design. A’ follows the process of A + B to A’ through simple creative solutions.



bookshelf and bookshelf’






no more bookends



whisk and whisk’









egg separating



bookmark and bookmark’



bookmark’ -1



bookmark’- 2



easy to take out books



designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

    have something to add? share your thoughts in our comments section below.

    comments policy
    LOG IN
    designboom's comment policy guidelines
    generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
    the correction is at the discretion of the post editor and may not happen immediately.

    what if you disagree with what we or another commenter has to say?
    let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

    - please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
    - please don't personally insult the writers or your fellow commenters.
    - please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
    - please don't include your website or e-mail address in your comments for the purpose of self-promotion.
    - please respect jury verdicts and do not discuss offensively on the competition results
    (there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
    in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
    the best 100-200 entries too.)

    a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.

    readers news