Shiho Asada MAID Choosing Technology Report by Shiho Asada

MAID | Autumn term 2014 tutor: Ole Lund University of Reading Department of Typography and Graphic Communication MA Information Design 2014 – 15 Shiho Asada

project report

Choosing Technology

Table of Contents

Brief 3 Project Brief

Discovery

Transforming

Making

16 1. Working with the information

26 1. Graphic language

a. Definition of a catalogue

16 a. Inventory

26 a. Colours

b. Analysis of famous

16 b. Sorting out the

26 b. Icons

5 1. About catalogues in general

catalogues

information

7 2. Chosen section: microwaves

16 c. Categorisation

27 2. Specification

8 3. About the existing catalogue

17 2. Initial structure of the sections

27 a. Typography

9 4. About the brand

18 3. Initial idea

27 b. Grid

10 5. About the technology

19 4. Revised idea

29 3. Implementing the visual idea

10 a. Available variety of products

21 5. Progress of icons

29 a. Introductory spread

10 b. Key features

21 a. Initial set

30 b. Content spread

11 6. Online buying guides of retails

21 b. Icons for microwaves in

31 c. Section opener/

12 7. Interviews

general

13 8. User personas

22 c. Revised set

14 9. Conclusions

23 6. Developing the spreads 23 a. Introductory spread 24 b. Content spread

26 c. Product photography

table of contents

Project brief Choosing Technology Autumn term 2014 tutor: Ole Lund aims

background

task

deliver

‣‣ To make a set of complex information

This project focuses on the way

Your task is to improve the way that

‣‣ A short illustrated report describing

easy to understand.

consumer technology is explained – for

consumer technology is explained

what you did, outlining the issues, and

‣‣ To explore ways to balance the

example, digital photography, TVs, or

and displayed to customers. This is a

critiquing the information sources you

different needs of different users.

smart phones. Choosing a technology

consultancy project as well as a design

found. Pay attention to the presentation

‣‣ To explore ways to prioritise

product can be a complicated decision,

project. You need to demonstrate your

of this report – it needs to communicate

information, where there is too much

and customers face a range of

analysis reasoning at all stages. We will

your thoughts clearly, using graphic

to say.

challenges:

follow our usual three stage creative

means where possible to organize your

‣‣ To create design solutions that support

‣‣ Complexity: there are numerous

process: Discover – Transform – Make.

ideas.

typical user decision processes.

features to understand and priorities.

In week 2 of term you will chiefly work on

‣‣ Sketches and ideas for how pages

‣‣ To design complex information within

‣‣ Schemata: new products often work

the research phase (Discovery): you will

would work, and how individual sections

extreme constraints of space.

in quite different ways from old ones

do a competitor review, analyse content

(explanations, products, etc) could be

(ie, smart phones are as much like

structures, think about user journeys,

treated. Come up with more than one

computers as phones)

and get to grips with the issues. In weeks

idea, and relate your thinking to the

‣‣ Future-proofing: technology can

3 and 4 you will develop your alternative

decision model.

quickly be superseded by faster, better

creative concepts (Transforming). In

‣‣ 2 or 3 typical spreads from your chosen

models.

weeks 5 and 6 you will refine one of these

catalogue or magazine that could go into

Customers are concerned they’ll get

concepts into a well-executed finished

customer research. Present them within

the timing wrong.

set of pages (Making).

a dummy so we can see how they sit in a

‣‣ Value for money: there are numerous

bound document, as well as in a report.

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? 3

contents

Discovery

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

Discovery Stage

1. About catalogues in general a. Definition of a catalogue

b. Analysis of famous catalogues

analysis

I started research by defining the

‣‣ In the introduction spread, there is

features and elements of catalogues.

a contents section that explains the 5

According to Wikipedia, a term catalogue

genres in the catalogue. 5 colours are

(shown as parts book/ parts catalogue in

applied to each genre and each colour is

there) is defined as follows:

used over the catalogue.

Hardware Pg 14-191

Electrical Pg 192-313

Multimedia Pg 314-453

Home Pg 454-575

Leisure

Hi,

Welcome to our new catalogue which is packed with just about everything you need to help solve life’s 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.

Pg 576-669

Thanks to the best service and value, we can ﬁx it At Clas Ohlson we aim to make your shopping experience easy and care free, that’s 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

Mark Gregory, Country Manager, Clas Ohlson as o hlso

e p ro mi s

spread as the opener with its colour.

ric

book published by manufacturers which

‣‣ Each of the genres has an introductory

day

ef und polic

A parts book or parts catalogue is a

as o hlso

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

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

contains the illustrations, part numbers ‣‣ For each product, there are a brief

products or parts thereof.

description and general information such

Parts books were often also issued as

as height and weight. There is no icon or

microfiche, though this has fallen out of

illustration.

Home improvement? We can fix it.

en S tire h o ra p o ng u e r on lin e

and other relevant data for their

Hardware

Whether you’re building up or tearing down, renovating or redecorating, whatever the project, we’ve got the tools. From well-known brands to our own top quality Cotech and Cocraft brands, you’ll find thousands of useful products in-store and online.

favour. Now, many manufacturers offer this information digitally in an electronic

Clas ohlson

conclusion

parts catalogue. This can be locally

pages: 680 pages

The colours seem to reflect the Clas

installed software, or a centrally hosted

users: 18–60 years old

ohlson’s brand image. And these colours

web application. Usually, an electronic

genres:

work well to identify the genres.

parts catalogue enables the user to

Hardware, electrical, multimedia, home

Due to the lack of visual descriptions

virtually disassemble the product into

and leisure products

such as pictograms, it may not enough to

Cocraft 500HD Closed Shackle Combination Padlock Page 141

Cotech 31-Piece Screwdriver Bit Set Page 34

Cocraft CS140 Staple Gun Page 90

Cotech Cordless Drill/Driver Page 18

Cocraft Wide Jaw Adjustable Spanner Page 76

Hardware | Power tools

Power tools | Hardware

Cordless drill/drivers

understand the differences between the

its components to identify the required part(s).

Gloss Paint Semi-Gloss 40 Page 95

about the retail Clas Ohlson is a Swedish hardware store

Then I analysed two retails which have

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

massive catalogues: Clas ohlson and

biggest of its type in Scandinavia. Stores

Argos.

also exist in Norway, Finland, the United Kingdom and Dubai.

similar products for the customers.

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 Ø 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 Bosch PSB 18 LI-2 Hammer Drill/Driver Compact combi drill with charge level indicator, work light and forward/reverse rotation Bosch PSR 14.4 Drill/Driver 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, indicator. 10 mm keyless chuck with Auto Lock, variable speed 0-700 rpm, brake, forward/reverse, 10 torque settings and drill setting. Max. drill and hammer drill mode. Max. torque: 48 Nm. Drilling capacity Ø: wood 35 mm, steel 13 mm and concrete 15 mm. Comes with a 18 torque: 28 Nm. Drilling capacity Ø in wood: 25 mm, steel: 10 mm. V/1.5 Ah lithium-ion battery, 1-hour charger, side handle and carry Comes with 14.4 V/1.2 Ah NiCd battery, 3-hour charger and carry case. Weight: 1.5 kg. case. Weight: 1.8 kg. 18-3225 ................................................................................... £99.99 18-3222 ................................................................................... £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 Ø 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 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 Ø 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

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 Bosch IXO IV 3.6 V Cordless Screwdriver Battery charge indicator, drill setting. Work light, battery charge indicator and forward/reverse work light and soft-grip handle. Forward/reverse, automatic spindle lock, lithium-ion battery, no self-discharge. Speed: 180 rpm. Torque: rotation indicator. Max torque: 40 Nm. Drilling capacity Ø in wood: 30 mm, steel: 10 mm. Comes with a 14.4 V/1.5 Ah lithium-ion battery, 3 Nm. Comes with 10 screwdriver bits (incl. Ikea bits) and charging 1-hour charger and carry case. Weight: 1.2 kg. station. Weight: 0.3 kg. 18-3542 ................................................................................... £99.99 18-3198 ................................................................................... £39.99

Black & Decker KC460LN Cordless Screwdriver Soft grip. Black & Decker EPC18CA Drill/Driver 10mm keyless chuck, Forward/reverse, automatic spindle lock and LED work light. 3.6 V variable speed 0-750 rpm, brake, reverse, 24 torque settings and drill lithium-ion battery, no self-discharge. Charging time: 3 hours. Speed: setting. Max torque: 12 Nm. Drilling capacity Ø wood: 25mm, steel: 180 rpm. Torque: 7.7 Nm. Comes with 2 insert bits and a charger. 10mm. Comes with a 18 V/1.0 Ah NiCd battery and 3-hour charger. Weight: 0.35 kg. 18-3564 ................................................................................... £59.99 18-3169 ................................................................................... £29.99

Discovery Stage

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 Argos

the most important for the customers.

pages: 1706 pages

Prices are emphasised with colours and

users: 18–60 years old

placed before product names.

genres:

Some of the products of famous

Hardware, electrical, multimedia,

brands are featured, but this may make

home, furniture, jewellery and cosmetic

comparison with other products difficult.

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

Discovery Stage

2. 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 online They 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 Reading At 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

3. About the existing catalogue Chosen catalogue and section: Microwaveâ&#x20AC;&#x2122;s section in Panasonic

The Panasonic microwaves displayed in this pdf catalogue runs over 19 pages, which include solo, combination and grill microwaves.

Section begins

Europe catalogue

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

Section ends

differences between each product.

Discovery Stage

Observations ‣‣ There is no introduction page to explain the basic concepts

4. About the brand

and further information.

Panasonic

‣‣ There are only one pictures for each microwave and

Panasonic is a Japanese multinational electronics corporation.

information of general specs.

Official website

‣‣ Under the product picture, there are some icons for special

Microwaves are included in ‘Home Appliances’ section. They

features: ‘Inverter system’ or ‘Chaos defrost’. However there is

are categorised as ‘Combination Microwaves’, ‘Microwaves

no information about those specs.

with grill’, ‘Microwaves Only’ and ‘Commercial Microwaves’. As Commercial Microwaves are for professionals (i.e. restaurants or cafes), I checked other three categories.

Category of products

Special features

Categories of microwaves

General specs 9

Discovery Stage

5. About the technology Microwaves

a. Available variety of products

b. Key features

Microwaves are home appliances which

In both types of microwaves, there are

Features that Panasonic microwaves may

main purpose is to heat and defrost food

some sub-categories according to the

or may not have, and that distinguish

meals. In addition, some of them have

functions they can perform.

them from the others.

extra functions: oven, grill or steams. There are two apparently different

‣‣ Chaos Defrost

types of microwaves, solo microwaves

This is a system that improves the auto

and combination microwaves; solo

weight defrosting process, achieving a Solo microwaves

microwaves are for only heating combination ones have more functions such as oven, grill and/or steam. Though there are those differences, the approach

types

and defrosting, on the other hand,

Combination microwaves

‣‣ Solo microwaves (heating and

‣‣ Combination microwaves (functions

defrosting)

of solo microwaves + grill and oven

‣‣ Microwaves with grill

‣‣ Combination microwaves with steam

The prospect decisive factors for consumers are:

known for

take different ways.

‣‣ General cooking functions

‣‣ Price

sample image

‣‣ Extra functions ‣‣ Size

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

to users in a catalogue of Panasonic Europe are same. The approach should

quicker and more even defrost within the

‣‣ Convenient

‣‣ Functional

‣‣ Cheap

‣‣ Expensive

‣‣ Compact

‣‣ Needs a wider space than solo

Discovery Stage

6. Online buying guides of retails Although Panasonic does not have an

Argos

John Lewis

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.

Discovery Stage

7. Interviews To understand the customers and their

interviewee 2:

needs and decisive factors, I interviewed

My mother (55 years old, an office

a shop assistant who sells microwaves at

worker)

John Lewis Reading, and my mother as a

My question was what are the important

representative customer.

points to choose a microwave. She answered that she cares the size and

interviewee 1:

functions firstly. Especially, sizes are

A shop assistant in John Lewis Reading

important because kitchen spaces are

(male, middle age)

limited. Some of them are too narrow

My question was what kind of people tend

or small to set large combination

to choose solo/combination microwaves.

microwaves.

From his answer, solo microwaves are for just heating or defrosting, so that the

summary

main customers are young professionals

From the interviewee 1, I figured out the

or students. On the other hand,

images of the customers. Regarding

combination microwaves allow the users

solo microwaves, young professionals

to cook more things with heating, grilling,

or students can be considered as the

steaming and oven functions. Thus, the

targets. As for combination microwaves,

main targets of those types are large

families and elderly people are the main

families and elderly people and people.

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

8. User personas Considering the results of the interviews, I made two personas: persona1 wants to buy a solo microwave and persona2

Alex

Lisa and Edward

29 years old, office worker and landlord

Middle age couple with two children

persona 1

persona 2

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

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

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

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

other young professionals, with sharing a kitchen.

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

Since the current microwaves seems to be broken, he is

bigger than their previous place.

wondering to buy new one for the house.

Lisa needs a combination microwave because she likes to

He needs a solo microwave for heating and defrosting meals

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

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

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

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

function.

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

Edward cares about the price –for him, combination

microwave.

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

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.

the expensive one if he knows that the combination microwave is quite functional and worth to pay. needs

needs

‣‣ Solo

‣‣ Combination

‣‣ Low price

‣‣ High quality

‣‣ Compact

‣‣ Functional 13

Discovery Stage

9. Conclusion

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.

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

contents

Transforming

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

Transforming Stage

1. Working with the information I started organising the information

b. Sorting out the information

c. Categorisation

conclusion

of the products with excel. Before

In addition to the inventory, the following

By the functions

I decided to categorise microwaves by the

categorisation, I needed to grasp the

information should be added:

1. Solo microwaves

functions because it is the clearest way

2. Microwaves with grills

to everyone and the numbers of functions

‣‣ Extra functions (chaos defrost/

3. Combination microwaves

affect on the prices.

inverter technology)

4. Combination microwaves with steam

Still, I thought that presenting

volume of information and sort out which are important. a. Inventory

‣‣ Number of households

‣‣ Cooking functions

‣‣ Capacity of microwave

information about choosing by the By the number of household

‣‣ Exterior Dimensions (W x H x D)

1. 1–3 persons

‣‣ Capacity

Compact size solo

‣‣ Cooking Power

2. More than 3 persons

‣‣ Colour

Family size solo

‣‣ Number of Shelves

Combination microwaves

‣‣ Control Panel ‣‣ Function

By the needs

‣‣ Grill Power

1. Heating and defrosting

‣‣ Convection

Solo

‣‣ Power Levels

2. +Grill and oven

‣‣ Number of Auto Cooking Programmes

Microwaves with grill

‣‣ Price

Combination microwaves 3. +Steam Combination microwaves with steam

situations and needs might be necessary.

Transforming Stage

2. Initial structure of the sections My initial approach was presenting

First idea

the big differences between solo and

ideas:

combination in a contents spread,

‣‣ Separating solo and combination into

because the target users and prices of

two catalogues

Second idea

Solo or combi?

the types

them are quite different. The customers can choose one of them in the contents

issues:

spread and jump to each product details

‣‣ Inappropriate as a corporate catalogue

spread if they know their needs.

‣‣ Impossible to compare with solo and

In an educational spread, the

combination ones

explanation of each type with pictograms and photographs should be showed. The customers can understand the detailed

Education about

Contents and

Education

introduction

differences between each type. Combination with steam type is involved in combination microwaves

Product details and

because this is the newest type and there

comparisons with same types

is only one product in this type so far.

Solo

Combination

Combination with steam

Comparison with all the products

Specs and features 17

Transforming Stage

3. Initial idea 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

Photographs of food that can be

Photographs for the introductory

cooked by the function

spread

expressing the heating function (solo microwaves), and roast chicken for grill function (combination microwaves).

3 technologies Icons of cooking

Contents and page

functions

numbers

Indication of the page number of product spread

2 technologies

â&#x20AC;&#x2DC;Which do you need? heating or cooking everything?â&#x20AC;&#x2122;

Transforming Stage

Progress ideas:

issues:

‣‣ Using food photographs instead of

‣‣ Need more information. This design is

product pictures to give the customers

not like a catalogue in general.

specific images of their cooking lives

‣‣ Use of typography; lack of consistency

with microwaves

and hierarchy

‣‣ Using question languages to be

‣‣ Are food photographs are appropriate?

accessible to the customers

Does soup express the heating function?

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

CONTENTS

SOLO MICROWAVES

COMBINATION MICROWAVES

WHAT YOU WANT TO DO WITH YOUR MICROWAVE IS... 04

Introduction

OVEN

SOLO MICROWAVES 06 07

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

HEATING Flexible features such as Turbo Reheat, inveter technology with energy save mode offer to make everyday cooking simple.

COMBINATION MICROWAVES 08 10 11 12

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

Specs and features

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

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

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

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

HEATING & DEFROSTING? SOLO MICROWAVES, MAKE YOUR EVERYDAY COOKING SIMPLE.

You need a solo one. See page 6

COOKING EVERYTHING?

Microwave which have heating and defrosting functions are basic models and are sometimes known as solo microwaves, or just microwaves. They’re 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 models that only use microwave energy won’t brown food. If you’re 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.

You need a combination one. See page 8

Table of contents spread

COMBINATION MICROWAVES, YOU CAN ENJOY VARIOUS COOKING. A grill and the power of a convection (normal) oven means that combination microwaves provide everything that a traditional oven has to offer, with the added benefit that they can cook with microwave energy as well. If you’re looking to stretch the boundaries of microwave cooking, and want to do more than just heating soup and defrosting, a combination microwave would be a good choice. You can bake cakes in a combination microwave, and you’ll be able to cook with the heat sources independently or together.

Educational spread

Transforming Stage

4. Revised idea

Structure of the section

Due to the issues raised in the first idea,

List of content page

I revised the approach. I got back to the

of the original catalogue

original catalogue of Panasonic. Using

‣‣ Explanation of icons Page numbers

and functions ‣‣ Education about the types

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.

Section opener/

Introduction and

table of contents

education

Regarding typography, the typeface that are used in the catalogue is not

‣‣ Product details

sure. Then I chose the similar one: Good

‣‣ Comparisons with same types

Headline Pro.

Colours Red M=95, Y=86

Solo

With grills

C=80, M=32, Y=3 Comparison with all the products Grey K=50

Typeface

Combination with steam

Blue

Good Headline Pro

Combination

Content

Transforming Stage

5. Progress of icons The main purpose of making icons is

b. Icons for microwaves in general

visualising the functions of microwaves.

I found some sets of icons for

Panasonic microwaves have five main

microwaves. The first set is made for

functions (heat, defrost, oven, grill

Elba, and the second set is made for

and steam) and two optional functions

‘Which?’, a website for reviews of electric

(chaos defrost and inverter technology).

Heat

products. The shapes that can be seen

I aimed to make easier to understand the

in those icons are the general symbols

differences between the microwaves.

for microwaves. Then I referred to those Oven

shapes to make icons for this project. a. Initial set ideas: Use rounded shapes Keep the consistency

Defrost

issues: ‣‣ ‘Heat’ and ‘grill’ icons were not universal ‣‣ They look like floating on the spreads— need to be stable

Oven

Defrost

Grill

Defrost

Oven

Heat

Steam 21

Transforming Stage

c. Revised set With squares

With colours

Other icons

ideas:

‣‣ Drawing squares to make the icons

‣‣ Adding colours

‣‣ Visualising ‘family size’ and

stable on the spreads

‣‣ Distinguishing two types of functions

‘capacities’

Main functions

Family size

‣‣ Changing ‘heat’ and ‘grill’ ones to be more universal ‣‣ Inventing the icons for extra functions

Extra functions

issues: Suitable for one

‣‣ The weight of the strokes are similar to the other elements (typeface and lines)

Suitable for family

Capacities

Chaos defrost

Inverter technology

Sketch

Transforming Stage

6. Developing the spreads MICROWAVE

The icons are used in the both of the

introduction

Introduction

Panasonic’s grill, flatbed, team combi and convection microwave ovens with various features to fulfil your everyday kitchen cooking needs.

introductory spreads and content spread.

SOLO MICROWAVES MAKE YOUR EVERYDAY COOKING SIMPLE.

Functions You can choose your best combination of our 5 functions.

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

HEAT

a. Introductory spread

MICROWAVES WITH GRILL

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

aims:

YOU CAN ENJOY VARIOUS COOKING.

DEFROST

‣‣ To educate the customers about what

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

functions microwaves have ‣‣ To educate the customers what the

NN-K181MMBPQ / NN-GD371SBPQ

COMBINATION MICROWAVES

GRILL

YOU CAN ENJOY VARIOUS COOKING.

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

icons indicate through all the spreads ‣‣ To force the customers to be aware of

OVEN

what are their needs: lots of cooking

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

functions, price or saving space?

NN-CF873SBPQ / NN-CF778SBPQ / NN-CT552WBPQ

COMBINATION MICROWAVES WITH STEAM YOU CAN ENJOY VARIOUS COOKING.

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

ideas:

NN-CS894S

‣‣ The left page is for education about the functions and decisive factors

Introduction

Types

Panasonic’s grill, flatbed, team combi and convection microwave ovens with various features to fulfil your everyday kitchen cooking needs.

‣‣ The right page is for introduction of the

Introduction

and description what they mean

MICROWAVE

‣‣ Presenting the icons on the left page

SOLO MICROWAVES Make your everyday cooking simple

Choose from the cooking functions Panasonic’s grill, flatbed, team combi and convection microwave ovens with various features to fulfil your everyday kitchen cooking needs.

four types of microwaves with icons

HEAT

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

issues:

GRILL

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

‣‣ Pictures of food may make the

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

STEAM

OVEN

‣‣ Layouts of the left and right pages

NN-K181MMBPQ / NN-GD371SBPQ

COMBINATION MICROWAVES

Special Specs

should be distinguished because their functions are different from each other

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.

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

Choose from your needs FAMILY SIZE

You can enjoy various cooking

NN-CF873SBPQ / NN-CF778SBPQ / NN-CT552WBPQ

Panasonic’s grill, flatbed, team combi and convection microwave ovens with various features to fulfil your everyday kitchen cooking needs.

You can choose your best combination of our 5 functions. Suitable for single Labore volorerio in consed mini voluptionet fugit, vid quiam, ut ut adi officii 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 family

MICROWAVES WITH GRILL You can cook easy grill menus

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

Convection heating (fanned hot air) can heat, roast, crisp and brown in the same way as a large conventional oven, but doesn’t need a wide space in your kitchen.

customers confused

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

DEFROST

SPACE SAVING You can choose your best combination of our 5 functions. Labore volorerio in consed mini voluptionet fugit, vid quiam, ut ut adi officii 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

COMBINATION MICROWAVES WITH STEAM Help you to make healthy meal

NN-CS894S 9

Transforming Stage

b. Content spread SPECS AND FEATURES

Initial sketch This spread was made before revising the approach. aim: ‣‣ Make the comparison of each microwave easily ideas:

SOLO MICROWAVES

NN-ST479S

NN-ST452W

NN-SD271S

NN-E281

GENERAL SPECS Dimensions (w × h × d) Capacity Cooking Power Colour Shelves Control Panel

310 × 525 × 395 mm 27 L 900 W Stainless steel No Buttons

310 × 525 × 388 mm 32 L 900 W Stainless steel, white No Touch

279 × 488 × 395 mm 23 L 950 W Stainless steel No Buttons

258 × 437 × 337 mm 20L 800W Stainless steel, black No Touch

FEATURES Function Defrost Power Levels Number of Programmes

Microwave only Auto weight 7.0 15

Microwave only Auto weight 6.0 15

Microwave only Auto weight 6.0 11

Microwave only Auto weight 5.0 9

PRICE

£ 139.99

£ 114.99

£ 54.99

COMBINATION MICROWAVES

‣‣ Using dotted line to enhance comparisons ‣‣ Reinforcing information through visual cues – icons issues:

NN-CS894S

NN-CF873SBPQ

NN-CF778SBPQ

NN-CT579SBPQ

GENERAL SPECS Dimensions (w × h × d) Capacity Cooking Power Colour Shelves Control Panel

494 × 390 × 438 mm 32 L 1000 W Stainless steel 1× enamel, 1× wire, 1× glass Display

494 × 390 × 438 mm 32L 1000W Stainless Steel 1× enamel, 1× wire, 1× glass Display

531 × 328 × 534mm 27 L 1000 W Stainless steel 2 Touch

520 × 310 × 395 mm 27 L 1000 W Stainless steel No shelves Buttons

FEATURES Function Grill Power Convection Power Levels Number of Programmes

Steam / grill / fan oven 1300 W 2-level convection 6.0 25

Grill / fan oven 1300 W 2-level convection 6.0 19

Grill / fan oven 1300W 100 – 250 °C 5.0 19

Grill / fan oven 1300 W 100 – 220 °C 6.0 13

PRICE

£ 499.00

£ 429.95

£ 259.99

£ 187.49

14 12

‣‣ The icons do not work well—they should be highlighted more ‣‣ The table is problematic; each microwave can not see separately—it 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 24

13 15

contents

Making

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

Making Stage

1. Graphic language

b. Icons

The concept of this project is making

Main cooking functions

c. Product photography Family size

the differences of microwaves clearer. I

the microwave diagonally on a white

existing digital catalogue of Panasonic

background.

UK. I used the colours in the catalogue and considered the brand image of Heat

Oven

Suitable for one person

Defrost

Steam

Suitable for family

a. Colours

Red M=95, Y=86

Blue C=80, M=32, Y=3

Grey

Capacity Grill

Extra cooking functions

K=50

Inverter technology

products, only one image of each product is used. All images will display

built graphic language adjusting to the

Panasonic.

To maintain the same conditions for all

Chaos defrost

Making Stage

2. Specification a. Typography Page title Intro text Century Old Style, Regular, 13/16 Running

MICROWAVE

Good Headline Pro, Cond Medium, 42

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

Good Headline Pro, Cond Medium, 15

Introductory spread Heading Century Old Style, Italic, 18

Intro text

Century Old Style, Regular, 9.5/11.5 Category/function name Good Headline Pro, Cond Medium, 22

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

SOLO MICROWAVES Make your everyday cooking simple

Subheading Century Old Style, Italic, 14

You can choose your favourite combination of features…

Body text

Good Headline Pro, Cond Book, 9.5/11.5

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.

Content spread Product number/price Good Headline Pro, Cond Medium, 16 Table text Good Headline Pro, Cond Book, 9.5/11.5 Key text

NN-ST479S £ 139.99 525 × Stainless 310 × steel 395 Photographs are not shown in proportional scale to one another.

Good Headline Pro, Cond Book, 7 27

Making Stage

b. Grid overall dimensions Page dimensions: 197 × 276 mm

margins Top margin: 28 pt Bottom margin: 48 pt

INTRODUCTION

You can choose your favourite combination of features…

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

SOLO MICROWAVES

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

Make your everyday cooking simple

GRILL

HEAT

Inside margin: 36 pt

Repeatedly switching this on and off, Panasonic’s heating system offers to make everyday cooking simple.

8 columns, gutter: 12 pt

Panasonic’s consistent and precise heat means you can defrost foods without over cooking edges.

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

STEAM

DEFROST

Symmetric grid

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

276 mm

OVEN

Convection heating (fanned hot air) can heat, roast, crisp and brown like a large conventional oven, but doesn’t need a wide space in your kitchen.

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.

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

MICROWAVES WITH GRILLS

You can cook grill recipes easily

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

NN-GD371SBPQ / NN-K181MMBPQ

Extra functions...

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.

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

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

FAMILY SIZE

FOR ONE PERSON

FOR FAMILY

Both of our solo and combination microwaves have ones for families. The first 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.

SAVING SPACE

CAPACITIES

If you need to save space for your microwave, don’t 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.

COMBINATION MICROWAVES You can enjoy various cooking Acting more as a mini oven, this option uses a microwave, grill and convection oven. This could offer a solution to smaller kitchens with not much space for appliances, or simply to provide more convenience.

NN-CF873SBPQ / NN-CF778SBPQ / NN-CT552WBPQ

COMBINATION MICROWAVE WITH STEAM Helps you to make healthy and tasty meals 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.

NN-CS894S 5

197 mm

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

Choose from the cooking functions

Outside margin: 36 pt

INTRODUCTION

MICROWAVE

Spread dimensions: 394 × 276 mm

Making Stage

3. Implementing the visual idea

INTRODUCTION

You can choose your favourite combination of features…

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

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

Choose from the cooking functions

SOLO MICROWAVES

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

Make your everyday cooking simple

GRILL

HEAT

Repeatedly switching this on and off, Panasonic’s heating system offers to make everyday cooking simple.

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

DEFROST

STEAM

Panasonic’s consistent and precise heat means you can 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.

OVEN

Convection heating (fanned hot air) can heat, roast, crisp and brown like a large conventional oven, but doesn’t need a wide space in your kitchen.

INTRODUCTION

MICROWAVE

a. Introductory spread

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.

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

MICROWAVES WITH GRILLS

You can cook grill recipes easily

NN-GD371SBPQ / NN-K181MMBPQ

Extra functions...

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.

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

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

FAMILY SIZE

FOR ONE PERSON

FOR FAMILY

SAVING SPACE

CAPACITIES

NN-CF873SBPQ / NN-CF778SBPQ / NN-CT552WBPQ

NN-CS894S 5

Making Stage

COMPARISON

COMPARE THE FEATURES Power Level

Number of Programmes

900

Stainless steel

£ 139.99

1000

Stainless steel

Display

2 - level convection

6.0

531 × 328 × 534

1000

Stainless steel

Touch

100 – 250 °C

6.0

520 × 310 × 395

1000

Stainless steel

—

Buttons

100 – 220 °C

6.0

520 × 310 × 395

950

Stainless steel / White

—

Touch

100 – 220 °C

6.0

Stainless steel

Display

2 - level convection

6.0

£ 429.95

NN-ST452W

NN-CF778SBPQ 525 × 310 × 388

900

Stainless steel / White

—

Touch

Auto weight

6.0

£ 139.99

£ 259.99

NN-E281MMBPQ

NN-CT579SBPQ 437 × 258 × 337

800

Stainless steel / Black

—

Touch

Auto weight

5.0

£ 54.99

£ 187.49

MICROWAVES WITH GRILLS

NN-CT552WBPQ

NN-GD371SBPQ 489 × 279 × 395

950

Stainless steel

—

Buttons / Dial

Auto weight

7.0

£ 149.99

COMBINATION MICROWAVE WITH STEAM

£ 150.67 NN-K181MMBPQ

NN-CS894 437 × 258 × 337

494 × 390 × 438

NN-CF873SBPQ 525 × 310 × 395

800

Stainless steel

—

Touch

Auto weight

5.0

494 × 390 × 438

£ 74

£ 499.00

Photographs are not shown in proportional scale to one another.

6 18

Convection

Control Panel

Number of Programmes

7.0

Number of shelves

Power Level

Auto weight

Colour

Defrost Type

Buttons

Cooking Power (watt)

Control Panel

—

NN-ST479S

COMBINATION MICROWAVES

Dimensions (w × h × d)

Number of shelves

Colour

SOLO MICROWAVES

Cooking Power (watt)

What do you want to do with your microwave? Here you can compare the functions and features of each microwave. Dimensions (w × h × d)

MICROWAVE

b. Contents spread

1000

197

Making Stage

MICROWAVE

c. Section opener/ table of contents

MICROWAVES Choose the one that’s right for you

WHAT'S NEW FOR 2015

INTRODUCTION

SOLO MICROWAVES NN- ST479S NN-ST452W NN-E281MMBPQ

MICROWAVES WITH GRILLS NN-GD371SBPQ NN-K181MMBPQ

COMBINATION MICROWAVES NN-CF873SBPQ NN-CF778SBPQ NN-CT552WBPQ

COMBINATION MICROWAVE WITH STEAM NN-CS894

COMPARE THE FEATURES

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.

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.