asadas choosing technology report

1ChoosingTechnology

project report

MAID| Autumn term 2014

tutor: Ole Lund

University of Reading

Department of Typography and Graphic Communication

MA Information Design 201415

Shiho Asada

21. About catalogues in general

a. Definition of a catalogue

b. Analysis of famous

catalogues

2. Chosen section: microwaves

3. About the existing catalogue

4. About the brand

5. About the technology

a. Available variety of products

b. Key features

6. Online buying guides of retails

7. Interviews

8. User personas

9. Conclusions

1. Working with the information

a. Inventory

b. Sorting out the

information

c. Categorisation

2. Initial structure of the sections

3. Initial idea

4. Revised idea

5. Progress of icons

a. Initial set

b. Icons for microwaves in

general

c. Revised set

6. Developing the spreads

a. Introductory spread

b. Content spread

1. Graphic language

a. Colours

b. Icons

c. Product photography

2. Specification

a. Typography

b. Grid

3. Implementing the visual idea


b. Content spread

c. Section opener/

table of contents

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Project Brief

DiscoveryBrief Transforming Making

3

Table of Contents

3Project brief Choosing Technology

aims

To make a set of complex information

easy to understand.

To explore ways to balance the

different needs of different users.

To explore ways to prioritise

information, where there is too much

to say.

To create design solutions that support

typical user decision processes.

To design complex information within

extreme constraints of space.

Autumn term 2014

tutor: Ole Lund

background

This project focuses on the way

consumer technology is explained for

example, digital photography, TVs, or

smart phones. Choosing a technology

product can be a complicated decision,

and customers face a range of

challenges:

Complexity: there are numerous

features to understand and priorities.

Schemata: new products often work

in quite different ways from old ones

(ie, smart phones are as much like

computers as phones)

Future-proofing: technology can

quickly be superseded by faster, better

models.

Customers are concerned theyll get

the timing wrong.

Value for money: there are numerous

retailers in the high street, and online

who offers the best value?

Technical support: different retailers

offer different levels of advice and

support.

Brand: is it a shop I am comfortable

with and trust; that people like me go

to?

task

Your task is to improve the way that

consumer technology is explained

and displayed to customers. This is a

consultancy project as well as a design

project. You need to demonstrate your

analysis reasoning at all stages. We will

follow our usual three stage creative

process: Discover Transform Make.

In week 2 of term you will chiefly work on

the research phase (Discovery): you will

do a competitor review, analyse content

structures, think about user journeys,

and get to grips with the issues. In weeks

3 and 4 you will develop your alternative

creative concepts (Transforming). In

weeks 5 and 6 you will refine one of these

concepts into a well-executed finished

set of pages (Making).

deliver

A short illustrated report describing

what you did, outlining the issues, and

critiquing the information sources you

found. Pay attention to the presentation

of this report it needs to communicate

your thoughts clearly, using graphic

means where possible to organize your

ideas.

Sketches and ideas for how pages

would work, and how individual sections

(explanations, products, etc) could be

treated. Come up with more than one

idea, and relate your thinking to the

decision model.

2 or 3 typical spreads from your chosen

catalogue or magazine that could go into

customer research. Present them within

a dummy so we can see how they sit in a

bound document, as well as in a report.

4Discoverycontents



b. Analysis of famous catalogues



4. About the brand



b. Key features


7. Interviews

8. User personas

9. Conclusions



I started research by defining the

features and elements of catalogues.

According to Wikipedia, a term catalogue

(shown as parts book/ parts catalogue in

there) is defined as follows:

A parts book or parts catalogue is a

book published by manufacturers which

contains the illustrations, part numbers

and other relevant data for their

products or parts thereof.

Parts books were often also issued as

microfiche, though this has fallen out of

favour. Now, many manufacturers offer

this information digitally in an electronic

parts catalogue. This can be locally

installed software, or a centrally hosted

web application. Usually, an electronic

parts catalogue enables the user to

virtually disassemble the product into

its components to identify the required

part(s).

Then I analysed two retails which have

massive catalogues: Clas ohlson and

Argos.

Clas ohlson

pages: 680 pages

users: 1860 years old

genres:

Hardware, electrical, multimedia, home

and leisure products

about the retail

Clas Ohlson is a Swedish hardware store

chain and mail-order firm. It is one of the

biggest of its type in Scandinavia. Stores

also exist in Norway, Finland, the United

Kingdom and Dubai.

analysis

In the introduction spread, there is

a contents section that explains the 5

genres in the catalogue. 5 colours are

applied to each genre and each colour is

used over the catalogue.

Each of the genres has an introductory

spread as the opener with its colour.

For each product, there are a brief

description and general information such

as height and weight. There is no icon or

illustration.

conclusion

The colours seem to reflect the Clas

ohlsons brand image. And these colours

work well to identify the genres.

Due to the lack of visual descriptions

such as pictograms, it may not enough to

understand the differences between the

similar products for the customers.

Hi,Welcome to our new catalogue which is packed with just about everything you need to help solve lifes everyday practical problems. The idea behind our wide selection of products is that we go that little bit further than other high street shops. We have all kinds of products and accessories to inspire you and help organise your home exactly as you want it. What we can't show you in our catalogue is our dedication to providing you with customer service above and beyond the norm. Just try chatting with one of our team who will be happy to help you.

Mark Gregory, Country Manager, Clas Ohlson

HardwarePg 14-191

ElectricalPg 192-313

MultimediaPg 314-453

HomePg 454-575

LeisurePg 576-669

Products are subject to availability, prices shown are correct at the date of printing and we reserve the right to change prices from those shown. For the latest prices visit clasohlson.co.uk or call our Customer Services team on 020 8247 9300. Find more information on pages 675-679.

The paper used for this catalogue is made from certi ed sources accredited by the FSC (Forest Stewardship Council).

3

Thanks to the best service and value, we can x itAt Clas Ohlson we aim to make your shopping experience easy and care free, thats why we offer a useful 90-day refund policy and a great 2-year guarantee on all our products as well as 5-year and 10-year on selected Cocraft and Cotech branded products. We even have our own workshop that can repair both our own brands and other named brands. But if you prefer to fix it yourself, remember, you can find thousands of spare parts at clasohlson.co.uk.

Wide range of over 10,000 useful products 12 convenient high street stores nationwide 24/7 online shop and mobile app 90 day refund policy on all purchases Free 2-year, 5-year and 10-year guarantees Our price promise - if you find our products for less anywhere else on the high street, we'll match the price or refund the difference*. Online guides, inspiration and special offers

Clas Ohlson's own Cotech and Cocraft brand products are always backed by a 5-year or 10 year

guarantee wherever you see this symbol.

*T&C's apply

cla

s ohlson

price promise

refund policy

90day

clas ohlson

refund policy

16

Hardware | Power tools

Cordless drill/drivers

Bosch PSB 18 LI-2 Hammer Drill/Driver Compact combi drill with charge level indicator, work light and forward/reverse rotation indicator. 13 mm keyless chuck with Auto Lock, gearbox, variable speed 0-400/1650 rpm, brake, forward/reverse, 30 torque settings, drill and hammer drill mode. Max. torque: 48 Nm. Drilling capacity : wood 35 mm, steel 13 mm and concrete 15 mm. Comes with a 18 V/1.5 Ah lithium-ion battery, 1-hour charger, side handle and carry case. Weight: 1.8 kg. 18-3225 ................................................................................... 99.99

Bosch PSR 14.4 LI-2 Drill/Driver Compact and lightweight design. 10 mm keyless chuck with Auto Lock, gearbox, variable speed 0-380/1260 rpm, brake, forward/reverse, 10 torque settings and drill setting. Work light, battery charge indicator and forward/reverse rotation indicator. Max torque: 40 Nm. Drilling capacity in wood: 30 mm, steel: 10 mm. Comes with a 14.4 V/1.5 Ah lithium-ion battery, 1-hour charger and carry case. Weight: 1.2 kg. 18-3542 ................................................................................... 99.99

Bosch PSR 14.4 Drill/Driver Work light and forward/reverse rotation indicator. 10 mm keyless chuck with Auto Lock, variable speed 0-700 rpm, brake, forward/reverse, 10 torque settings and drill setting. Max. torque: 28 Nm. Drilling capacity in wood: 25 mm, steel: 10 mm. Comes with 14.4 V/1.2 Ah NiCd battery, 3-hour charger and carry case. Weight: 1.5 kg. 18-3222 ................................................................................... 59.99

Bosch IXO IV 3.6 V Cordless Screwdriver Battery charge indicator, work light and soft-grip handle. Forward/reverse, automatic spindle lock, lithium-ion battery, no self-discharge. Speed: 180 rpm. Torque: 3 Nm. Comes with 10 screwdriver bits (incl. Ikea bits) and charging station. Weight: 0.3 kg. 18-3198 ................................................................................... 39.99

17

Power tools | Hardware

Black & Decker EPL148K Hammer Drill/Driver 10 mm keyless chuck. Variable speed 0-450/1500 rpm, forward/reverse, 24 torque settings. Max torque: 36 Nm. Drilling capacity in wood: 25 mm, concrete/steel: 10 mm. Comes with a 14.4 V/1.1 Ah lithium-ion battery, 3-hour charger and carry case. Weight: 1.3 kg. 18-3528 ................................................................................... 84.99

Black & Decker EPC188BK Hammer Drill/Driver 10 mm keyless chuck. Variable speed 0-450/1350 rpm, forward/reverse, 24 torque settings. Max. torque: 16 Nm. Drilling capacity in wood: 35 mm, concrete/steel: 10 mm. Comes with 2 x 18 V/1.2 Ah NiCd battery, 3-hour charger and carry case. Weight: 1.9 kg. 18-3228 ................................................................................... 89.99

Black & Decker EPC18CA Drill/Driver 10mm keyless chuck, variable speed 0-750 rpm, brake, reverse, 24 torque settings and drill setting. Max torque: 12 Nm. Drilling capacity wood: 25mm, steel: 10mm. Comes with a 18 V/1.0 Ah NiCd battery and 3-hour charger. 18-3564 ................................................................................... 59.99

Black & Decker EPC12CA Drill/Driver 10 mm keyless chuck, variable speed 0-750 rpm, brake, forward/reverse, 24 torque settings and drill setting. Max. torque: 11 Nm. Drilling capacity in wood: 25 mm, steel: 10 mm. Comes with a 12 V/1.2 Ah NiMH battery and 3-hour charger. Weight: 1.5 kg. 18-3226 ................................................................................... 34.99

Black & Decker KC460LN Cordless Screwdriver Soft grip. Forward/reverse, automatic spindle lock and LED work light. 3.6 V lithium-ion battery, no self-discharge. Charging time: 3 hours. Speed: 180 rpm. Torque: 7.7 Nm. Comes with 2 insert bits and a charger. Weight: 0.35 kg. 18-3169 ................................................................................... 29.99

15

Home improvement? We can fix it. Whether youre building up or tearing down, renovating or redecorating, whatever the project, weve got the tools. From well-known brands to our own top quality Cotech and Cocraft brands, youll fi nd thousands of useful products in-store and online.

Cocraft Wide Jaw Adjustable Spanner Page 76

Cocraft CS140 Staple Gun Page 90

Cotech Cordless Drill/Driver Page 18 14

Hardware

Cotech 31-Piece Screwdriver Bit Set Page 34

Cocraft 500HD Closed Shackle Combination Padlock Page 141

Shop ou

r

entire range o

nline

Gloss Paint Semi-Gloss 40 Page 95

b. Analysis of famous catalogues

Discovery Stage

6Argos

pages: 1706 pages

users: 1860 years old

genres:

Hardware, electrical, multimedia,

home, furniture, jewellery and cosmetic

products etc...

about the retail

Argos is a British catalogue retailer

operating in the UK and Ireland. With 737

stores and 340 million website visits a

year, it is one of the largest high street

retailers online in the UK. In 2012 it was

estimated that 96% of the population of

the UK was within 10 miles of an Argos

analysis:

Red colour is used as an indication

of the genre. Heading has the same red

colour line.

Tables are used for comparing general

specs, such as watts or capacity.

As price is the most important factor

for the customer of Argos, it is prioritised

within the product information.

conclusion

As Argos treats a lot of brands, price is

the most important for the customers.

Prices are emphasised with colours and

placed before product names.

Some of the products of famous

brands are featured, but this may make

comparison with other products difficult.

Discovery Stage


I focussed on microwaves for this project

because microwaves look similar but the

prices are varied. During the research, in

catalogues of Argos and online stores of

John Lewis and Currys, I found there are

over 50 microwaves, such as Panasonic,

Kenwood and Samsung.

As Panasonic has more than 15

microwaves, I selected Panasonic and

decided to redesign the microwaves

section of its corporate catalogue. Even

in one brand, it seemed to be hard

to choose the best microwave for a

customer.

Currys onlineThey are selling 58 microwaves. Microwaves are categorised by the types: solo microwaves, combination microwaves and microwave with grill. John Lewis online

They are selling 83 microwaves. Microwaves are categorised by brands.

John Lewis store in ReadingAt the counter for cooking appliance, there is an explanation of the differences between electric ovens (microwaves), electric hobs, gas cooking, cooker hoods. However there is no catalogue and no explanation for categorisation of microwaves. Instead, customers can ask further information to shop assistants.

Discovery Stage

8Chosen catalogue and section:

Microwaves section in Panasonic

Europe catalogue

The Panasonic microwaves displayed in

this pdf catalogue runs over 19 pages,

which include solo, combination and grill

microwaves.

As a catalogue for microwaves, there

is a PDF catalogue on Panasonic Europe

web site. However, there are few clues

to choose microwaves for customers.

It seems to be hard to distinguish the

differences between each product.


Sect

ion

begi

ns

Sect

ion

ends

Discovery Stage

9Observations

There is no introduction page to explain the basic concepts

and further information.

There are only one pictures for each microwave and

information of general specs.

Under the product picture, there are some icons for special

features: Inverter system or Chaos defrost. However there is

no information about those specs.

Panasonic

Panasonic is a Japanese multinational electronics corporation.

Official website

Microwaves are included in Home Appliances section. They

are categorised as Combination Microwaves, Microwaves

with grill, Microwaves Only and Commercial Microwaves. As

Commercial Microwaves are for professionals (i.e. restaurants

or cafes), I checked other three categories.

General specsSpecial features

Categories of microwavesCategory of products

4. About the brand

Discovery Stage

10


Microwaves

Microwaves are home appliances which

main purpose is to heat and defrost food

meals. In addition, some of them have

extra functions: oven, grill or steams.

There are two apparently different

types of microwaves, solo microwaves

and combination microwaves; solo

microwaves are for only heating

and defrosting, on the other hand,

combination ones have more functions

such as oven, grill and/or steam. Though

there are those differences, the approach

to users in a catalogue of Panasonic

Europe are same. The approach should

take different ways.

The prospect decisive factors for

consumers are:

General cooking functions

Extra functions

Size

Price

Solo microwaves (heating and

defrosting)

Microwaves with grill

Convenient

Cheap

Compact

Combination microwaves (functions

of solo microwaves + grill and oven

Combination microwaves with steam

Functional

Expensive

Needs a wider space than solo

Solo microwaves Combination microwaves

type

skn

own

for

sam

ple

imag

e


In both types of microwaves, there are

some sub-categories according to the

functions they can perform.

b. Key features

Features that Panasonic microwaves may

or may not have, and that distinguish

them from the others.

Chaos Defrost

This is a system that improves the auto

weight defrosting process, achieving a

quicker and more even defrost within the

food.

Inverter Technology

This allows continuous microwave power

to be used together with the heater and

reduces cooking time 2/3.

Discovery Stage

11


Although Panasonic does not have an

online buying guide, Argos and John

Lewis have guides for microwaves. Their

ways of explaining the categories of

microwaves were quite useful. Category

names are slightly different between

each other.

Argos John Lewis

Discovery Stage

12

7. Interviews

To understand the customers and their

needs and decisive factors, I interviewed

a shop assistant who sells microwaves at

John Lewis Reading, and my mother as a

representative customer.

interviewee 1:

A shop assistant in John Lewis Reading

(male, middle age)

My question was what kind of people tend

to choose solo/combination microwaves.

From his answer, solo microwaves are

for just heating or defrosting, so that the

main customers are young professionals

or students. On the other hand,

combination microwaves allow the users

to cook more things with heating, grilling,

steaming and oven functions. Thus, the

main targets of those types are large

families and elderly people and people.

interviewee 2:

My mother (55 years old, an office

worker)

My question was what are the important

points to choose a microwave. She

answered that she cares the size and

functions firstly. Especially, sizes are

important because kitchen spaces are

limited. Some of them are too narrow

or small to set large combination

microwaves.

summary

From the interviewee 1, I figured out the

images of the customers. Regarding

solo microwaves, young professionals

or students can be considered as the

targets. As for combination microwaves,

families and elderly people are the main

customers.

From the interviewee 2, it could be said

that decisive factors of microwave are

sizes, functions and designs.

The decisive factors depend on the

number of people who use microwaves.

For instance, large families tend to need

combination microwaves; otherwise

singles or couples need compact and

cheap ones.

Brainstorming about customers and their needs

Discovery Stage

Lisa and Edward

13

Considering the results of the interviews,

I made two personas: persona1 wants

to buy a solo microwave and persona2

needs a combination one. As their

needs are different, I thought they might

not wonder to buy between solo and

combination microwaves. They may

compare the products in each category.

8. User personas

persona 1

Alex works at the bank, and at the same time, he is a young

landlord. He lives in his own 3 bedroom house and rents rooms to

other young professionals, with sharing a kitchen.

Since the current microwaves seems to be broken, he is

wondering to buy new one for the house.

He needs a solo microwave for heating and defrosting meals

because he and his housemates are busy for their works. He

wants to buy a cheap one, but also a good quality one. Also,

due to the limited space in the kitchen, he needs a compact

microwave.

needs

Solo

Low price

Compact

needs

Combination

High quality

Functional

persona 2

Lisa (38) and Edward (40) are a couple with two children (6 and

10 years old). Lisa is a teacher at a junior school and Edward

works as a lawyer. Recently they moved to a new house, which is

bigger than their previous place.

Lisa needs a combination microwave because she likes to

cook, but she does not have much time. She wants to make

sweets with an oven function. She is also interested in a steam

function.

Edward cares about the price for him, combination

microwaves seem to be expensive. However he is willing to buy

the expensive one if he knows that the combination microwave

is quite functional and worth to pay.

29 years old, office worker and landlord Middle age couple with two children

Alex

Discovery Stage

14

In the Panasonic microwaves catalogues, there should be introduction pages which explain what are solo microwaves/combination microwaves to clarify the differences between two types. The customers may need to know why combination microwaves are more expensive than solo ones. Though cooking functions could be the main decisive factors, other factors (space, price or family size) should be considered as well as the functions. In addition, the categorisation of microwaves (solo and combination) does not seem to be enough. They should be divided into four sections.

9. Conclusion

tasks: Categorise microwaves Present the categories clearly Use accessible language to engage with the final

customers of the catalogue Make users to understood the differences between

each product Visualise the functions of each types

of microwave with pictures and pictograms Visualise the other decisive factors, such as limited

space or family size

Discovery Stage

15

Transformingcontents


a. Inventory

b. Sorting out the information

c. Categorisation


3. Initial idea

4. Revised idea


a. Initial set

b. Icons for microwaves in general

c. Revised set



b. Content spread

16


I started organising the information

of the products with excel. Before

categorisation, I needed to grasp the

volume of information and sort out which

are important.

a. Inventory

Cooking functions

Exterior Dimensions (W x H x D)

Capacity

Cooking Power

Colour

Number of Shelves

Control Panel

Function

Grill Power

Convection

Power Levels

Number of Auto Cooking Programmes

Price

b. Sorting out the information

In addition to the inventory, the following

information should be added:

Extra functions (chaos defrost/

inverter technology)

Number of households

Capacity of microwave

c. Categorisation

By the functions

1. Solo microwaves

2. Microwaves with grills

3. Combination microwaves

4. Combination microwaves with steam

By the number of household

1. 13 persons

Compact size solo

2. More than 3 persons

Family size solo

Combination microwaves

By the needs

1. Heating and defrosting

Solo

2. +Grill and oven

Microwaves with grill

Combination microwaves

3. +Steam

Combination microwaves with steam

conclusion

I decided to categorise microwaves by the

functions because it is the clearest way

to everyone and the numbers of functions

affect on the prices.

Still, I thought that presenting

information about choosing by the

situations and needs might be necessary.

Transforming Stage

17

Combination Combination

with steam

Contents and

introduction

Education

Solo or combi? Education about

the types

Product details and

comparisons with same types

Comparison with all the products

Specs and features

Solo

First idea

ideas:

Separating solo and combination into

two catalogues

issues:

Inappropriate as a corporate catalogue

Impossible to compare with solo and

combination ones

Second idea


My initial approach was presenting

the big differences between solo and

combination in a contents spread,

because the target users and prices of

them are quite different. The customers

can choose one of them in the contents

spread and jump to each product details

spread if they know their needs.

In an educational spread, the

explanation of each type with pictograms

and photographs should be showed. The

customers can understand the detailed

differences between each type.

Combination with steam type is

involved in combination microwaves

because this is the newest type and there

is only one product in this type so far.

Transforming Stage

18

3. Initial idea

Icons of cooking

functions

Contents and page

numbers

Photographs of food that can be

cooked by the function

Photographs for the introductory

spread

Indication of the

page number of

product spread

Which do you

need? heating

or cooking

everything?

3 technologies

2 technologies

Initial idea for the introductory spread

The initial idea was using photographs

of food that can be cooked with each

microwave. For example, soup for

expressing the heating function (solo

microwaves), and roast chicken for grill

function (combination microwaves).

Transforming Stage

19

Progress

ideas:

Using food photographs instead of

product pictures to give the customers

specific images of their cooking lives

with microwaves

Using question languages to be

accessible to the customers

Table of contents spread Educational spread

issues:

Need more information. This design is

not like a catalogue in general.

Use of typography; lack of consistency

and hierarchy

Are food photographs are appropriate?

Does soup express the heating

function?

2 3

HEATING &DEFROSTING?You need a solo one. See page 6

COOKINGEVERYTHING?You need a combination one. See page 8

What you want to do with your microwave is...

SOLO MICROWAVES

COMBINATION MICROWAVES

04

06

07

08101112

14

Introduction

NN-E271NN-SD251NN- ST479NN-ST472

NN-CS894S NN-CF873SBPQ NN-CF778SBPQ NN-CT552WBPQ

Specs and features

CONTENTS

WHAT YOU WANT TO DO WITH YOUR MICROWAVE IS...

4 5

DEFROSTING

SOLO MICROWAVES,MAKE YOUR EVERYDAY COOKING SIMPLE.

HEATING

OVEN

GRILL

STEAM

COMBINATION MICROWAVES,YOU CAN ENJOY VARIOUS COOKING.

Microwave which have heating and defrosting functions are basic models and are sometimes known as solo micro-waves, or just microwaves. Theyre great for heating ready meals and soup and are a good defrosting option when set on low power. Microwave cookbooks tell you that you can cook almost anything with a microwave, but basic mod-els that only use microwave energy wont brown food. If youre happy with your oven for most cooking and grilling, but feel the need for speedy cooking every now and then, a solo microwave would be all you need.

Repeatedly switching this on and off, Panasonics consistent and precise heat means you can cook, reheat or defrost foods without over cooking edges.

The powerful steam technology from Panasonic makes it easy to prepare delicious and healthy dishes with a minimum of fuss.

A grill and convection heating (fanned hot air) can heat, roast, crisp and brown in the same way as a large conventional oven.

Panasonic grill and convection heat-ing can cook roast chicken, gratin or fi sh... you can make everything like a bistro.

A grill and the power of a convection (normal) oven means that combination microwaves provide everything that a tra-ditional oven has to offer, with the added benefi t that they can cook with microwave energy as well. If youre looking to stretch the boundaries of microwave cooking, and want to do more than just heating soup and defrosting, a com-bination microwave would be a good choice. You can bake cakes in a combination microwave, and youll be able to cook with the heat sources independently or together.

Flexible features such as Turbo Re-heat, inveter technology with energy save mode offer to make everyday cooking simple.

SOLO MICROWAVES COMBINATION MICROWAVES

Transforming Stage

20

4. Revised idea

Due to the issues raised in the first idea,

I revised the approach. I got back to the

original catalogue of Panasonic. Using

the elements (colours and typeface) of

the original catalogue and using icons

for the introductory spread is the revised

idea.

Here is the content page of the existing

catalogue. As the product colour for

microwaves is red, I use the same red

colour through the spreads.

Regarding typography, the typeface

that are used in the catalogue is not

sure. Then I chose the similar one: Good

Headline Pro.

Red

M=95, Y=86

Colours

Typeface

Structure of the section

List of content page

of the original catalogue

Blue

C=80, M=32, Y=3

Grey

K=50

Good Headline Pro

Introduction and

education

Content

Combination Combination

with steam

Section opener/

table of contents

Page numbers

Explanation of icons

and functions

Education about the types

Product details

Comparisons with same types

Comparison with all the products

Solo With grills

Transforming Stage

21


The main purpose of making icons is

visualising the functions of microwaves.

Panasonic microwaves have five main

functions (heat, defrost, oven, grill

and steam) and two optional functions

(chaos defrost and inverter technology).

I aimed to make easier to understand the

differences between the microwaves.

a. Initial set

ideas:

Use rounded shapes

Keep the consistency

issues:

Heat and grill icons were not

universal

They look like floating on the spreads

need to be stable

Defrost

Heat

Oven

Grill

Steam

b. Icons for microwaves in general

I found some sets of icons for

microwaves. The first set is made for

Elba, and the second set is made for

Which?, a website for reviews of electric

products. The shapes that can be seen

in those icons are the general symbols

for microwaves. Then I referred to those

shapes to make icons for this project.

Heat

Oven

Oven Heat

Defrost

Defrost

Transforming Stage

22

c. Revised set

With squares

ideas:

Drawing squares to make the icons

stable on the spreads

Changing heat and grill ones to be

more universal

Inventing the icons for extra functions

issues:

The weight of the strokes are similar to

the other elements (typeface and lines)

With colours

ideas:

Adding colours

Distinguishing two types of functions

Other icons

ideas:

Visualising family size and

capacities

Suitable for one

Family size

Capacities

Suitable for family

Chaos defrost

Inverter technology

Sketch

Main functions Extra functions

Transforming Stage

23

8

MIC

ROW

AVE

OVEN

GRILL STEAM

CHAOS DEFROST INVERTER TECHNOLOGY


Chaos defrost is a system that improves the auto weight defrosting process, achieving a quicker and more even defrost within the food.

Panasonics original Inverter Technology allows continuous microwave power to be used together with the heater and reduces cooking time 2/3.

Convection heating (fanned hot air) can heat, roast, crisp and brown in the same way as a large conventional oven, but doesnt need a wide space in your kitchen.

Panasonic grill can cook roast chicken, gratin or fi sh... you can make everything like a bistro.

DEFROSTHEATRepeatedly switching this on and off , Panasonics consistent and precise heat means you can cook, reheat or defrost foods without over cooking edges.

Flexible features such as Turbo Reheat, inverter technology with energy save mode off er to make everyday cooking simple.

Panasonics grill, fl atbed, team combi and convection microwave ovens with various features to fulfi l your everyday kitchen cooking needs.



You can choose your best combination of our 5 functions.Labore volorerio in consed mini voluptionet fugit, vid quiam, ut ut adi offi cii squiandanda ex et, cum volecturem que qui autatquam quodion et alit mo et, quaepta doluptatem quam enia que voluptat andiam utempos sit et hicil mi, quaspis debitat incimini te nonet etur sint lani

You can choose your best combination of our 5 functions.Labore volorerio in consed mini voluptionet fugit, vid quiam, ut ut adi offi cii squiandanda ex et, cum volecturem que qui autatquam quodion et alit mo et, quaepta doluptatem quam enia que voluptat andiam utempos sit et hicil mi, quaspis debitat incimini te nonet etur sint lani

Suitable for single

Suitable for family

Introduction

Choose from the cooking functions

Choose from your needs

Special Specs

FAMILY SIZE SPACE SAVING

9

Make your everyday cooking simpleSOLO MICROWAVES


MICROWAVES WITH GRILL

COMBINATION MICROWAVES WITH STEAM

You can enjoy various cooking

You can cook easy grill menus

Help you to make healthy meal

Intr

oduc

tion

Types

NN-E271 / NN-SD251 / NN- ST479 / NN-ST472

NN-K181MMBPQ / NN-GD371SBPQ

NN-CF873SBPQ / NN-CF778SBPQ / NN-CT552WBPQ

NN-CS894S

10

MIC

ROW

AVE

OVEN

GRILL

STEAMThe powerful steam technology from Panasonic makes it easy to prepare delicious and healthy dishes with a minimum of fuss.

A grill and convection heating (fanned hot air) can heat, roast, crisp and brown in the same way as a large conventional oven.

Panasonic grill and convection heating can cook roast chicken, gratin or fi sh... you can make everything like a bistro.

DEFROST

HEAT

Repeatedly switching this on and off , Panasonics consistent and precise heat means you can cook, reheat or defrost foods without over cooking edges.

Flexible features such as Turbo Reheat, inverter technology with energy save mode off er to make everyday cooking simple.


You can choose your best combination of our 5 functions.

introduction

Functions

11

MAKE YOUR EVERYDAY COOKING SIMPLE.

SOLO MICROWAVES


MICROWAVES WITH GRILL

COMBINATION MICROWAVES WITH STEAM

YOU CAN ENJOY VARIOUS COOKING.



Introduction


NN-K181MMBPQ / NN-GD371SBPQ


NN-CS894S


The icons are used in the both of the

introductory spreads and content spread.


aims:

To educate the customers about what

functions microwaves have

To educate the customers what the

icons indicate through all the spreads

To force the customers to be aware of

what are their needs: lots of cooking

functions, price or saving space?

ideas:

The left page is for education about the

functions and decisive factors

Presenting the icons on the left page

and description what they mean

The right page is for introduction of the

four types of microwaves with icons

issues:

Pictures of food may make the

customers confused

Layouts of the left and right pages

should be distinguished because their

functions are different from each other

Transforming Stage

24

12 13

DimensionsCapacityCooking PowerColourShelvesControl Panel

FunctionGrill PowerConvectionPower Levels Number of Programmes

PRICE

494 390 438 mm32 L1000 WStainless steel1 enamel, 1 wire, 1 glassDisplay

Steam / grill / fan oven1300 W2-level convection6.025

499.00

531 328 534mm27 L1000 WStainless steel2Touch

Grill / fan oven1300W100 250 C5.019

259.99

494 390 438 mm32L1000WStainless Steel1 enamel, 1 wire, 1 glassDisplay

Grill / fan oven1300 W2-level convection6.019

429.95

520 310 395 mm27 L1000 WStainless steelNo shelvesButtons

Grill / fan oven1300 W100 220 C6.013

187.49

(w h d)


NN-CF873SBPQ NN-CF778SBPQ NN-CT579SBPQNN-CS894S

FEATURES

GENERAL SPECS

DimensionsCapacityCooking PowerColourShelvesControl Panel

FunctionDefrostPower Levels Number of Programmes

PRICE

310 525 395 mm27 L900 WStainless steelNoButtons

Microwave onlyAuto weight7.015

139.99

279 488 395 mm23 L950 WStainless steelNoButtons


114.99

310 525 388 mm32 L900 WStainless steel, whiteNoTouch


139.99

258 437 337 mm20L800WStainless steel, blackNoTouch


54.99

(w h d)

SOLO MICROWAVES

NN-ST452W NN-E281NN-ST479S NN-SD271S

FEATURES

GENERAL SPECS

SPECS AND FEATURES

1514

b. Content spread

Initial sketch

This spread was made before revising the

approach.

aim:

Make the comparison of each

microwave easily

ideas:

Using dotted line to enhance

comparisons

Reinforcing information through visual

cues icons

issues:

The icons do not work wellthey

should be highlighted more

The table is problematic; each

microwave can not see separatelyit

needs proper lines or tables

All the solo microwaves should be on

the left pages, and combinations

should be on the right

Due to the raised issues, I restarted

from sketching. Using tables was the

resolution because icons and texts

needed to be settled in each unit.

Sketches

Transforming Stage

25

Makingcontents

1. Graphic language

a. Colours

b. Icons

c. Product photography

2. Specification

a. Typography

b. Grid



b. Content spread

c. Section opener/ table of contents

26

Suitable for one person

Suitable for family

Capacity

b. Icons c. Product photography

To maintain the same conditions for all

products, only one image of each

product is used. All images will display

the microwave diagonally on a white

background.

Defrost

Chaos defrost

Heat

Inverter

technology

Main cooking functions

Extra cooking functions

Family size

Oven

Grill

Steam

a. Colours

Red

M=95, Y=86

Blue

C=80, M=32, Y=3

Grey

K=50

The concept of this project is making

the differences of microwaves clearer. I

built graphic language adjusting to the

existing digital catalogue of Panasonic

UK. I used the colours in the catalogue

and considered the brand image of

Panasonic.

1. Graphic language

Making Stage

27

Category/function name

Good Headline Pro, Cond Medium, 22

Body text

Good Headline Pro, Cond Book, 9.5/11.5

a. Typography

2. Specification

Introductory spread

Content spread

Each of our microwaves has different functions and features. You can grasp them from the icons below.

INTRODUCTION

MIC

ROW

AVE

Page title


Intro text

Century Old Style, Regular, 13/16

Running


Intro text

Century Old Style, Regular, 9.5/11.5

Subheading

Century Old Style, Italic, 14

Heading

Century Old Style, Italic, 18 We have four types of microwaves: solo, solo with grill, combination and combination with steam. You can find your favourite combination in our products.

For sheer simplicity, a microwave-only option will heat up, defrost, steam and reheat food. Use it for ready meals, soup or vegetables the options are endlessly convenient.

SOLO MICROWAVESMake your everyday cooking simple

You can choose your favourite combination of features

Product number/price


Table text

Good Headline Pro, Cond Book, 9.5/11.5

Key text

Good Headline Pro, Cond Book, 7

NN-ST479S 139.99

525 310 395

Stainless steel

Photographs are not shown in proportional scale to one another.

Making Stage

28

overall dimensions

Page dimensions: 197 276 mm

Spread dimensions: 394 276 mm

margins

Top margin: 28 pt

Bottom margin: 48 pt

Outside margin: 36 pt

Inside margin: 36 pt

8 columns, gutter: 12 pt

Symmetric grid

b. Grid

276

mm

197 mm

4 5

MICRO

WAV

E

Panasonics consistent and precise heat means you can defrost foods without over cooking edges.

OVEN

GRILL

STEAM




Inverter Technology allows continuous microwave power to be used together with the heater and reduces cooking time 2/3.

Convection heating (fanned hot air) can heat, roast, crisp and brown like a large conventional oven, but doesnt need a wide space in your kitchen.

Panasonic grill can cook roast chicken, gratin or sh... You can make everything like a bistro.

DEFROST

HEATRepeatedly switching this on and o , Panasonics heating system o ers to make everyday cooking simple.


Panasonic's microwaves have main fi ve functions for your everyday cooking: heat, defrost, grill, oven and steam.

We have four types of microwaves: solo, solo with grill, combination and combination with steam. You can fi nd your favourite combination in our products.

As well as functions, you can choose from your situations and lifestyle.

Both of our solo and combination microwaves have ones for families. The rst icon indicates it suits for a single person because it is compact and cheap. The second one means it is good for a family, because it has enough functions and have a larger turntable so you can cook more than one dish.

If you need to save space for your microwave, dont worry. We have compact models for your kitchen. These labels show the capacities of our microwaves. You can select a compact but useful one. Capacities vary from about 20L to 32L, so if you want to save space, you will consider up to 27L size.

FOR ONE PERSON

CAPACITIESFOR FAMILY


These models demonstrate all the features of a standard microwave oven, but with the added convenience of a grill. This is ideal for grilling sh and meat, or simply crisping and browning the outside of your food.

Acting more as a mini oven, this option uses a microwave, grill and convection oven. This could o er a solution to smaller kitchens with not much space for appliances, or simply to provide more convenience.

SOLO MICROWAVES


MICROWAVES WITH GRILLS

COMBINATION MICROWAVE WITH STEAM


You can cook grill recipes easily

Make your everyday cooking simple

Helps you to make healthy and tasty meals

INTRODUCTION

INTR

ODUC

TION



Extra functions...

You can choose your favourite combination of features

FAMILY SIZE SAVING SPACE


NN-GD371SBPQ / NN-K181MMBPQ


NN-CS894S

In addition to the every function of combination microwaves, this model has a steam function it means this microwave can be a perfect cooking partner. You can cook healthy and tasty meals with this microwave.

Making Stage

29

4

MIC

ROW

AVE

Panasonics consistent and precise heat means you can defrost foods without over cooking edges.

OVEN

GRILL

STEAM




Inverter Technology allows continuous microwave power to be used together with the heater and reduces cooking time 2/3.

Convection heating (fanned hot air) can heat, roast, crisp and brown like a large conventional oven, but doesnt need a wide space in your kitchen.

Panasonic grill can cook roast chicken, gratin or fi sh... You can make everything like a bistro.

DEFROST

HEATRepeatedly switching this on and off , Panasonics heating system off ers to make everyday cooking simple.


Panasonic's microwaves have main fi ve functions for your everyday cooking: heat, defrost, grill, oven and steam.

As well as functions, you can choose from your situations and lifestyle.

Both of our solo and combination microwaves have ones for families. The fi rst icon indicates it suits for a single person because it is compact and cheap. The second one means it is good for a family, because it has enough functions and have a larger turntable so you can cook more than one dish.

If you need to save space for your microwave, dont worry. We have compact models for your kitchen. These labels show the capacities of our microwaves. You can select a compact but useful one. Capacities vary from about 20L to 32L, so if you want to save space, you will consider up to 27L size.

FOR ONE PERSON

CAPACITIESFOR FAMILY

INTRODUCTION



Extra functions...

FAMILY SIZE SAVING SPACE

5

We have four types of microwaves: solo, solo with grill, combination and combination with steam. You can fi nd your favourite combination in our products.


These models demonstrate all the features of a standard microwave oven, but with the added convenience of a grill. This is ideal for grilling fi sh and meat, or simply crisping and browning the outside of your food.

Acting more as a mini oven, this option uses a microwave, grill and convection oven. This could off er a solution to smaller kitchens with not much space for appliances, or simply to provide more convenience.

SOLO MICROWAVES





You can cook grill recipes easily

Make your everyday cooking simple

Helps you to make healthy and tasty meals

INTR

ODUC

TIONYou can choose your favourite combination of features


NN-GD371SBPQ / NN-K181MMBPQ


NN-CS894S

In addition to the every function of combination microwaves, this model has a steam function it means this microwave can be a perfect cooking partner. You can cook healthy and tasty meals with this microwave.



Making Stage

30

6

MIC

ROW

AVE

COMPARE THE FEATURES

Dim

ensio

ns(w

h

d)

Num

ber o

f Pr

ogra

mm

es

Cook

ing

Pow

er

(wat

t)

Colo

ur

Cont

rol P

anel

Defr

ost T

ype

Pow

er Le

vel

SOLO MICROWAVES


NN-ST452W

NN-E281MMBPQ

NN-ST479S

What do you want to do with your microwave? Here you can compare the functions and features of each microwave.

NN-GD371SBPQ

NN-K181MMBPQ

139.99

139.99

54.99

150.67

74

525 310 395

525 310 388

437 258 337

437 258 337

489 279 395

900

900

800

950

800

Stainless steel

Stainless steel /White

Stainless steel /Black

Stainless steel

Stainless steel

Buttons

Touch

Touch

Buttons /Dial

Touch

Auto weight

Auto weight

Auto weight

Auto weight

Auto weight

7.0

6.0

5.0

7.0

5.0

15

15

9

13

9


Num

ber o

f sh

elve

s

18 7

Dim

ensio

ns(w

h

d)

Num

ber o

f Pr

ogra

mm

es

Cook

ing

Pow

er

(wat

t)

Colo

ur

Num

ber o

f sh

elve

s

Cont

rol P

anel

Conv

ectio

n

Pow

er Le

vel


NN-CF778SBPQ

NN-CT579SBPQ

NN-CF873SBPQ

NN-CT552WBPQ

NN-CS894

429.95

259.99

187.49

149.99

499.00

494 390 438

531 328 534

520 310 395

494 390 438

520 310 395

1000

1000

1000

950

1000

Stainless steel

Stainless steel

Stainless steel

Stainless steel /White

Stainless steel

Display

Touch

Buttons

Touch

Display

3

2

3

2 - level convection

100 250 C

100 220 C

100 220 C

2 - level convection

6.0

6.0

6.0

6.0

6.0

19

16

13

13

25

COM

PARI

SON



19

b. Contents spread

Making Stage

31

2

MIC

ROW

AVE

WHAT'SNEW FOR

2015

3

MICROWAVES

04

06

08

10

14

18

INTRODUCTION

SOLO MICROWAVESNN- ST479SNN-ST452WNN-E281MMBPQ

MICROWAVES WITH GRILLSNN-GD371SBPQNN-K181MMBPQ

COMBINATION MICROWAVESNN-CF873SBPQ NN-CF778SBPQ NN-CT552WBPQ

COMBINATION MICROWAVEWITH STEAMNN-CS894

COMPARE THE FEATURES

Choose the one thats right for you

c. Section opener/ table of contents

Making Stage

32

Acknowledgements

Photographs for this report have been taken from various

sources in the internet. They have been used for visualisation

purposes only. Images of microwaves for making the catalogue

have been taken from the internet as well.

Conclusions and further development

Categorising products and building the clear hierarchy of information were the hardest but most crucial part of this project. Those exercises would be used in the all of information design. The further development for this project would be designing product details for each category. This could be challenging because comparing microwaves in the same category would need more detailed categorisations and hierarchy.

asadas choosing technology report

Documents

different ways

information sources

different retailers

technology product

design project

initial set

way consumer technology

smart phones