Sony Design

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Feature Design

DSC-RX1 /
SLT-A99V /
NEX-VG900

Design that sets
premium cameras
apart

Thoughtful user interfaces,
and packaging that sets the stage
for exciting cameras.
Grand umber accents tell you there’s
a full-frame sensor
inside these premium models.

User Interface Design

〈 DSC-RX1 / SLT-A99V / NEX-VG900 〉
GUIs that clarify
and support shooting

GUI design consistency with previous models was a priority in the VG900, which is sometimes used in video production. This makes it easy to switch between cameras in the series. In contrast, the α99 and RX1 GUI were updated so much, they seem completely new. Unlike the textured icons on the older α77, the α99 and RX1 icons are clearer and more distinct, which should please the camera fans these models are intended for. Reducing the texture enabled finer, clearer icons. The α99’s new Quick Navi Pro interface supplements the list of shooting functions with a level gauge and histogram, all on the same screen. Listing the shooting settings at right makes operation more intuitive, because it’s easier to associate them with the control dial and screen display. Even in live view or video modes, settings can be reviewed and adjusted without losing track of subjects. In these ways, GUI design reflects camera character, shooting scenarios, and target users.

Clear and practical

A challenge in GUI design was the α99’s dual AF system. This feature combines 19 sensors and a 102-point focal plane phase-detection AF sensor. Without careful GUI design, the screen would be crowded with focus points that block your view. To keep it practical, we considered several patterns of points and chose the clearest screen layout that does not interfere with shooting.

Sakata, producer and designer

Communication Design

〈 DSC-RX1 / SLT-A99V / NEX-VG900 〉
Consistent packaging
across categories

Sony packaging style for imaging products used to vary by category. Now, packaging is consistent within tiers and across categories, which has helped us build a consistent image. In the top tier, you’ll find our flagship full-frame cameras, with packaging distinguished by the same grand umber accent as on the mount. Including the line on boxes reinforces the full-frame product identity, which is even more striking against a black background. Few people are persuaded to choose one camera over another in this tier based on the packaging, so only essential information is presented on the box, to keep the appearance simple.

A great first impression

Ensuring a memorable first impression is also important. To excite and satisfy new RX1 owners, for example, we made it easy to unbox. Lift out the black box containing the documentation, and you’ll find the camera, wrapped in a cloth pouch. Unlike bubble wrap, which would seem impersonal, the protective cloth sets a more luxurious tone.

Packaging research

Our quest for the perfect packaging has led us to consider a range of packaging techniques and materials. Pulp cushioning is just one example. This thermoformed fiber retains the attractive matte finish of paper and the smoothness of thermal molding. A familiar application of the technique is in paper plates, but for Sony, the RX1 was probably the first opportunity to use it in packaging.

Sumita, designer

The VG900 maintains proven design,
the α99 builds on "Tensile Skin" aesthetics,
and the RX1 is Sony’s take on classic camera styling.
Designed to meet different needs
and embody different themes,
yet linked by an accent of grand umber.
Across these distinct categories,
Sony design of-fers a glimpse of the promise
of full-frame cameras.