"Cyber-shot" DSC-TX55/TX300V
"Cyber-shot" DSC-TX55/TX300V

Wrapping up pleasant surprises and happy discoveries, for a show of appreciation

Hiromi Motozawa

Motozawa:The TX300V reflects divergent thinking in product design, and project members were very focused on it. We decided to take on new packaging, from a clean slate. We began by inviting product planners and engineers to share their thoughts on how to show our appreciation for customers through an enjoyable and pleasantly surprising unboxing.

At our discussions, many people said they kept camera packaging for a long time after their purchase, so our starting point in design was to aim for the kind of box you'd want to keep on a table or desk at home. Imagining a kind of treasure chest, we put something special inside the plain outer box, which is mainly for easy handling in distribution—a glossy storage case that you'll be happy to discover. It looks much like the camera inside.

Open it up, and you're face to face with the glass surface of the camera, nestled in soft urethane foam. It would have been an easier approach, for distribution purposes, just to wrap the camera in a protective sheet as usual, but we wanted to convey our regard for new owners. It's much nicer to open the case and see the product right away. Accessories can be neatly stored in the case as well, so it's also a pleasure to put the camera away.

Your invitation to a new user experience

Masayuki Hata

Hata:As we were developing the packaging along these new lines, we considered showing owners the camera and accessories all at once when they open the storage case, but we decided that the accessories should be under the Quick Start Guide. After all, the TX300V offers a new user experience, so the Quick Start Guide is like your invitation to this experience.

Open the storage case, and the first thing you'll see is the glass surface of the camera, followed by the Quick Start Guide, which is in front of the accessories. You'll take out the guide and excitedly check the accessories. Care for new owners underlies how we arranged these steps in unboxing so that you'll be ready to start using the camera right away. We also worked with our manual writers to keep the guide itself as straightforward as possible, with illustrations to explain charging and image transfer. You'll know at a glance what you can do with the camera. That's the new approach we took.

An impressive carrying case you'll like more each day


Yokozeki:We thought the luxuriousness of the TX300V should be clear from the optional carrying case, and we envisioned an accessory that would look fine in a showcase for luxury merchandise. First, we made sure the quality of the leather was apparent. Instead of having the edges tapered, we kept the full width and finished it with a leatherworking technique used for wallets, which makes it look exquisite.

As an accent color in the stitching and lining, we chose red, which gives it the character of a jewelry box. The camera case would not look out of place next to a leather notebook, and its styling tells you that the more you use it, the more it'll become a favorite possession. Ensuring production quality did prove very time-consuming, though, as we took steps to mold each leather piece into the ideal three-dimensional shape.

Venturing beyond a cameralike UI

Mitsuo Okumura

Okumura:Both the TX55 and the TX300V share the same high-resolution display panel, which can show very sophisticated, nuanced graphics. Here, you'll find the customary T series flair for fashion. Each control screen button has a photo in the background to illustrate the function, with drop shadows to lend a sense of depth.

There are no physical buttons at all on the back of these T series cameras. To make information immediately available while you're shooting, we arranged the UI elements for instant access to shooting menus. Icons indicating setting values are color-coded to signal when the values are within or outside the recommended range, and we took other steps to keep operation user-friendly as you navigate the controls.

Smartphones and other devices have changed people's expectations of graphical user interfaces in recent years, which has helped us move away from typical camera UI and toward an uncameralike interface. Expanded use of symbolic images and a broader palette of UI colors are just two examples of this. The several thousand UI elements involved makes development somewhat overwhelming, but we took on the project with the care it deserved to make you glad you own one of these cameras. You'll also enjoy the exceptional precision of the capacitive touch-screen panel, which makes it very satisfying to use. Pick one up at a store and see how responsive it is, even to a light touch.


The destiny of the T series

Yamada:For these two newly designed T series models, our designers, product planners, and engineers alike poured their hearts into development, and everyone was motivated to reach for their best. I think that's because we remained faithful to the core T series ideals of packing advanced features into a compact body while seeking slim, stylish design. You'll find impressive slimness and compelling advanced features. And I think it will always be the destiny of the T series to maintain a striking image through outstanding technology and design. As we remain committed to these ideals, we'll keep pushing the limits of the T series in the future.

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