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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
a. Introductory spread
b. Content spread
c. Section opener/
table of contents
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7
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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quickly be superseded by faster, better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
1. 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
51. About catalogues in general
a. Definition of a catalogue
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
72. Chosen section: microwaves
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.
3. About the existing catalogue
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
5. About the technology
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
a. Available variety of products
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
6. Online buying guides of retails
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
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
16
1. Working with the information
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
2. Initial structure of the sections
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
5. Progress of icons
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
The powerful steam technology from Panasonic makes it easy to prepare delicious and healthy dishes with a minimum of fuss.
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.
Panasonics grill, fl atbed, team combi and convection microwave ovens with various features to fulfi l your everyday kitchen cooking needs.
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
COMBINATION 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.
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.
introduction
Functions
11
MAKE YOUR EVERYDAY COOKING SIMPLE.
SOLO MICROWAVES
COMBINATION MICROWAVES
MICROWAVES WITH GRILL
COMBINATION MICROWAVES WITH STEAM
YOU CAN ENJOY VARIOUS COOKING.
YOU CAN ENJOY VARIOUS COOKING.
YOU CAN ENJOY VARIOUS COOKING.
Introduction
NN-E271 / NN-SD251 / NN- ST479 / NN-ST472
NN-K181MMBPQ / NN-GD371SBPQ
NN-CF873SBPQ / NN-CF778SBPQ / NN-CT552WBPQ
NN-CS894S
6. Developing the spreads
The icons are used in the both of the
introductory spreads and content spread.
a. Introductory 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)
COMBINATION MICROWAVES
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
Microwave onlyAuto weight6.011
114.99
310 525 388 mm32 L900 WStainless steel, whiteNoTouch
Microwave onlyAuto weight6.015
139.99
258 437 337 mm20L800WStainless steel, blackNoTouch
Microwave onlyAuto weight5.09
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
3. Implementing the visual idea
a. Introductory spread
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
Good Headline Pro, Cond Medium, 42
Intro text
Century Old Style, Regular, 13/16
Running
Good Headline Pro, Cond Medium, 15
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
Good Headline Pro, Cond Medium, 16
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
CHAOS DEFROST INVERTER TECHNOLOGY
The powerful steam technology from Panasonic makes it easy to prepare delicious and healthy dishes with a minimum of fuss.
Chaos defrost is a system that improves the auto weight defrosting process, achieving a quicker and more even defrost within the food.
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.
Each of our microwaves has different functions and features. You can grasp them from the icons below.
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
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.
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
COMBINATION MICROWAVES
MICROWAVES WITH GRILLS
COMBINATION MICROWAVE WITH STEAM
You can enjoy various cooking
You can cook grill recipes easily
Make your everyday cooking simple
Helps you to make healthy and tasty meals
INTRODUCTION
INTR
ODUC
TION
Choose from the cooking functions
Choose from your needs
Extra functions...
You can choose your favourite combination of features
FAMILY SIZE SAVING SPACE
NN-E271 / NN-SD251 / NN- ST479 / NN-ST472
NN-GD371SBPQ / NN-K181MMBPQ
NN-CF873SBPQ / NN-CF778SBPQ / NN-CT552WBPQ
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
CHAOS DEFROST INVERTER TECHNOLOGY
The powerful steam technology from Panasonic makes it easy to prepare delicious and healthy dishes with a minimum of fuss.
Chaos defrost is a system that improves the auto weight defrosting process, achieving a quicker and more even defrost within the food.
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.
Each of our microwaves has different functions and features. You can grasp them from the icons below.
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
Choose from the cooking functions
Choose from your needs
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.
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.
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
COMBINATION MICROWAVES
MICROWAVES WITH GRILLS
COMBINATION MICROWAVE WITH STEAM
You can enjoy various cooking
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-E271 / NN-SD251 / NN- ST479 / NN-ST472
NN-GD371SBPQ / NN-K181MMBPQ
NN-CF873SBPQ / NN-CF778SBPQ / NN-CT552WBPQ
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.
3. Implementing the visual idea
a. Introductory spread
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
MICROWAVES WITH GRILLS
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
Photographs are not shown in proportional scale to one another.
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
COMBINATION MICROWAVES
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
Photographs are not shown in proportional scale to one another.
COMBINATION MICROWAVE WITH STEAM
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.