Prof. Song Kee Hong
Professor Song Kee Hong has worked with some of the world’s most notable brands, including Dell, Epson, HP, Intel, Lenovo, P&G, Philips, Sanyo, Sennheiser and WelchAllyn, and he has received more than twenty international design awards for his work. His recent portfolio of cross-disciplinary design work spans diverse industries – from consumer electronics to mission-critical domains in healthcare, industrial and security for government systems.
Song Kee Hong is currently a deputy head at the Industrial Design Division, National University of Singapore. He is also the design director of Design Exchange. He has over two decades of design experience, including work at global innovation consultancy Ziba and at HP.
Red Dot in an interview with Prof. Song Kee Hong
In which sectors are the most profound changes in design taking place?
Healthcare is currently undergoing some major design transformations thanks to AI-powered tools that are helping to analyse patient needs and improve the usability of medical equipment. Circular economy principles are reshaping design in the sustainable technology sector by pushing creators to focus on recyclability and waste reduction. Consumer electronics are also evolving quickly, with human-centric design putting the needs, emotions and behaviour of users at the heart of innovation.
Which of today’s challenges will have the greatest impact on industrial design?
Sustainability is one of the biggest challenges in product design today. Consumers are becoming more aware and attaching greater importance to eco-friendly practices, so there is growing pressure to develop sustainable products at acceptable prices. Artificial intelligence is associated with both opportunities and challenges. On the one hand, AI makes it easy to analyse successful design patterns across industries so that designers can make more informed choices. But on the other hand, it means that fewer designers are needed.
You’ve worked for international corporations: is there such a thing as a global design language?
I don’t think there is a global design language, but I would say that universal design principles are evolving. The minimalist aesthetic, which focuses on eliminating the superfluous and emphasising the essential, has become a hallmark of contemporary industrial design across cultures. However, successful global design has to be not only sensitive to cultural nuances, but also inclusive by catering to diversity in gender, age, ethnicity and sexual orientation.
Among other things, you’ve been involved in developments in the healthcare sector. What makes this sector so appealing, and to what extent does design have a significant impact on improvements in the medical field?
Healthcare design offers a unique opportunity to improve human well-being. Good design makes medical equipment easier to handle and improves precision in use. In this respect, it has a positive impact on both safety and efficiency. This sector is so important because it has the potential to change lives, and poor design in safety-critical areas such as healthcare can cause frustration, exclusion and even harm. Human-centred design takes into account the needs of all relevant stakeholders – from patients to healthcare providers – and facilitates the creation of better solutions.
What should design actually achieve beyond pure function?
I think design should also focus on creating emotional connections and meaningful experiences. It’s not just about how something works, but also about the feelings it evokes – a sense of delight, a sense of belonging or even a sense of identity.
At the same time, today’s designs have to take a responsible approach to sustainability. We need to think about the social, environmental and economic impact of the products we create – not just at the start, but across the entire lifecycle of a product or service.
Of course, design should also be human-centred. The whole point of design is to solve real problems for real people. At its best, design is relevant, thoughtful and makes a genuine improvement to people’s lives.
What fundamental values do you like to share with your students? Are there any guiding principles that you always pass on to them?
The most important principle for me is human empathy. I want my students to learn to really understand the people they’re designing for. When you can connect deeply with the user’s needs, you naturally create products that are more meaningful, intuitive and inclusive. But I also emphasise responsibility: towards users, but also towards the environment, the team and the organisation they are part of. Great design creates value for everyone involved, and achieving that leads to professional success and personal satisfaction.
How do you see the influence of international competitions like Red Dot on the design industry? Can they provide an important boost?
International design competitions play a key role in advancing the industry. They not only celebrate good design, but also set benchmarks and challenge designers to keep pushing boundaries. These competitions spark global conversations about what design can be, highlight emerging trends and encourage cross-cultural exchange. Ultimately, they contribute to raising the standard of design worldwide.
You’ve won numerous design awards: do you view them as accolades, or do they support your evolution?
I would say both. Awards are certainly confirmation that we’re on the right track. They represent recognition from the design industry, which is always encouraging. But they also push you forward. They open doors to new opportunities, collaborations and even challenges that you might not otherwise have embraced. Recognition also comes with responsibility – to keep growing and raising the bar.
Is there something you would never want to do without because of its design?
There’s an old leather bag that I’ve had for more than ten years, and because of its design, I’d never want to be without it. It’s simple yet really practical, made from durable materials and beautifully crafted. Being reduced to the essentials with no frills, it’s super practical for everyday use. It also has that quality of timelessness that I feel connected to. The best designs – like this one – are a natural fit for your life, and they show how design can be both functional and sustainable.
And which design era do you think deserves a renaissance?
I think every design era has its strengths and weaknesses, so I wouldn’t want to bring back an entire era. It would be better, in my view, to bring back the thinking of creative minds whose work is still very relevant today – designers like Dieter Rams or Victor Papanek. I believe that if we combine their principles – simplicity, sustainability and responsibility – with modern-day technologies such as AI, we can create solutions that are not only well-designed, but also better for the environment and smarter in production. That’s the kind of “renaissance” I’d like to see.