Choosing "Sincerity in Words" in an Era of Maximum Expression

Before we knew it, the world of products was flooded with superlatives like "thinnest," "smallest," and "lightest." Recently, we've even seen many phrases that tout future goals, such as "aiming to be the thinnest" and "aiming to be the smallest in its class."

Of course, the pursuit of thinness and lightness is a very good thing, and we are pleased to see the industry evolve to achieve better things.

However, SYRINX has handled these extreme expressions with care. In fact, we have actively chosen not to use them. This is not just a matter of aesthetics, but also reflects our own thoughts on the ethics of craftsmanship.

Why superlative expressions are prone to misunderstanding

"Thinnest," "smallest," "lightest." These words are very appealing and appealing to customers. They are easy for consumers to understand and businesses to use. However, at the same time, they are also words that create a strong temptation to make things look better than they actually are.

Even if it's not as extreme as hyperbole, vague, superlative expressions can greatly distort people's perceptions with just one word. That's how difficult words are to handle.

"Aiming" is not an excuse

The phrase "aiming to..." is merely a goal, so it is not a legal problem. That is what is often thought of, but that is not necessarily an excuse.

What's important is not the intention of the business, but "how the general consumer perceives it." (This is also the standard for determining misleading representations under the Act against Unjustifiable Premiums and Misleading Representations.) Even if the manufacturer intends to talk about future goals, if the reader mistakenly assumes that "the product in front of me right now is the thinnest in its class," then there will be a disconnect with reality.

The danger of extreme expressions is that they unconsciously lead to this "disregard for the receiver's perspective."

Why SYRINX doesn't use superlatives

The reason why SYRINX has avoided overt expressions is very simple: we want to be honest.

For us, thinness is not a goal to strive for, but an inevitable result of the structure. There is no need for exaggeration when the reason is clear without any embellishment in words.

And one more thing: I believe that words are also part of design.

While exaggerated claims are appealing, they run the risk of obscuring the truth. Just as there is no lie in our products, we want to ensure that our words are also true.

SYRINX believes that "honest words" are just as important as "honest design."