A Fukasawa design creates dialogue. One of his famed creations is a humidifier that resembles a Krispy Kreme donut, without the cream. His philosophy is to create “without thought.” He explained this concept in an interview with Business Week in 2007, "When we walk and take steps on the ground, we sense and choose the surface for each step. But this is more about our subconscious response," he continues. "However, being subconscious does not mean to be without thinking. It means that our brain may not be conscious about something, but parts of our body such as hands and legs recognize the environments and react to the situations or to things."

    This may explain the “I’ve seen this before” reaction to many of his designs, although they are entirely new. There is a commonness that appeals to, an almost a phantom-like memory. To understand him better one must dig deeper into his history and background. Fakasawa got his start at Seiko Epson in the 1980’s. He was working on watches and other electronics. In 1989, he moved to San Francisco and joined IDEO, a move that would forever change his design life. The following years saw him returning to run an IDEO office in Tokyo, and then finally launching his own firm in his birth country.

    Today, he designs electronics and home accessories for the Naoto Fukasawa Design firm. A sought after speaker, he regularly returns to the US and mentors young designers. He emphasizes in his teachings the little “I” or quiet innovation. He discourages signature designing that moves away from what the end user will need or find enjoyable. The reduction of designer ego is essential, he believes. In a very insightful moment Fukasawa explains his approach to haptic branding, "When people use the same product over and over again, tactile memories with hands, fingers, or with the