The design concept of the mobile phone JET is “speed”, while that of the Haptic AMOLED is “fancy light”. To communicate their technology characteristics through the rear design, we developed translucent plastic, patterns through a molding process, and light reflection effect technology. The combination of various technologies – control of sense of depth and patterns based on molding technology, development of plastic for color and transparency control, and increase in light reflection and metallic feel through deposition – has resulted in natural light gradation effects. The goal was to realize a new image-based design concept.