# muji-kenya-hara — MUJI / Kenya Hara

- **School**: Editorial / Minimalist
- **Vibe**: Emptiness as fullness, off-white as a value, near-silence
- **Best for**: Premium quiet positioning, lifestyle goods, "everyday craft" identity
- **Touchstone**: muji.com (any region), Kenya Hara's book *White*, MUJI ryokan signage

**Palette**
- Ground: `#F4F2EC` (warm paper off-white — never `#FFFFFF`)
- Ink: `#2A2A28` (warm ink, never `#000000`)
- Secondary text: `#7C7B76`
- Hairline: `#D9D6CD`
- Accent: there is none. If you must add one, a single brand red `#C8161D` used only as a tiny corner mark or rule.

**Typography**
- Display: a humanist sans like Söhne, Inter Tight, or Klim's Calibre — weight 400, never bolder than 500. Letterspacing slightly open (0.01em–0.02em).
- Body: same family at 15–16px, line-height ~1.8
- Japanese-bilingual deployments: Noto Sans CJK JP paired weight-for-weight

**Spacing**: 8 / 16 / 32 / 48 / 96 / 160 / 240. The big numbers matter — 240px between sections is normal.

**Radius**: 0. Hard, honest edges. Maybe 2px on form fields.

**Shadow**: none.

**Motion**: imperceptible. Fades over 600–900ms. Nothing translates more than a few px. Never bouncy.

**Signature moves**
- 60–80% of the page is empty space — content lives in a narrow column, far from edges
- One product image per "screen", small relative to the page, captioned plainly
- Tiny labels (10–11px, letter-spaced) describing what each section is — "01 — Cotton" — never headlines that shout
- Square-bracket-style asides, kept neutral
- Rules (1px hairlines) are the only ornament

**Avoid**
- Any saturated color other than the MUJI red as a corner mark
- Drop shadows, glows, gradients of any kind
- Tabs, accordions, mega-menus, sticky banners
- "Above the fold" thinking — MUJI lets the eye start in the middle of the page

**AI prompt seed**
> Single household object on warm off-white #F4F2EC paper ground, raked daylight from upper left, very long quiet space around the object, 3:2, photographed on film, no shadow drama, neutral tone.

**Don't use when**
- The product needs to communicate feature density (specs, pricing tiers, comparison tables) — MUJI's quietness will hide the message
- The audience scrolls fast and demands signal density (news / SaaS / dashboard) — they'll bounce
- The brand is in a noisy competitive set and needs to shout — quietness is luxury, but luxury isn't always what's needed

---

> **Same school — Editorial / Minimalist**: [`apple-hig`](./apple-hig.md) · [`aesop`](./aesop.md) · [`dieter-rams-braun`](./dieter-rams-braun.md) · [`monocle-magazine`](./monocle-magazine.md)  
> **Browse all 25 recipes**: [INDEX.md](./INDEX.md)