"Our major aims were usability, friendliness and a more humanistic design. We wanted something with a pleasing feel ... and better grip. If we used metal, [we felt] the designs felt heavy and cold," explains Senior Product Designer Dong Hun Kim, pointing to why Samsung still plays in polycarb. "But with plastic, the texture is warmer. We believe users will find [the device] both warmer and friendlier. This material was also the best at visually expressing volume, better at symbolizing our design concepts." The design concept for Samsung's Galaxy S5? Modern and flash -- and boy, that blue GS5 is certainly flashy. In the middle of a design library deep inside Samsung's "Digital City" in Suwon, Jeeyeun Wang, Samsung's principal user experience designer continues, putting it to me this way: the smartphone is no longer a cold slab of technology; "it's a fashion product now."