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.
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.
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.
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.
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.