----Four Olympus microscopes were awarded the G-mark in
2001, right?
As a leading manufacturer
of microscopes, we want to have a strong design concept, so design
has been an important focus for about ten years now. Even so, there
are areas where design tends to take the back seat. For example,
there is still a strong tendency among hardware developers to think
of design as a subsequent process, that is, you should come up
with a good enough design after the hardware has already been put
together.
I think that people in sales still feel that design is not what makes products
sell. Certainly, performance, functionality and features are important, but we
shouldn't think lightly of design. This is quite obvious when you look at German-made
equipment. Most microscopes are manufactured in either Japan or Germany, but
in Germany, they have traditionally placed importance on having a solid design
concept.
 |
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| The
biological microscope BX50 heralds the birth of the Y-shaped
design that ideally combines opticaltechnology with ease
of operation.Awarded the G-Mark in 1993.(Design by Takeshi
Asaka and FrogDesign) |
|
You can clearly see their product line-up looks different: the German design
is really cool. And, we don't want to be outperformed in this area.
For products
that the consumer carries around, it's important that they look
cool and the owner can feel proud, but microscopes, medical equipment
and other instruments require a completely different orientation
toward design. Making the user feel safe and secure is the most
important requirement. These instruments are used for work, but
the user should not feel any stress or difficulty. In this sense,
we have to change our approach to consumer product design and non-consumer
product design accordingly. But in either case, shape and color
are the first to catch the consumer's eye, so design is really
the first step to making things.
----But microscopes have a certain conventional form that
everyone recognizes immediately. Isn't it difficult to create a new
design?
About ten years
ago, we tried to renew our microscope series. The top management
of the business division was discussing how to create competitive
products for the global market. The discussion focused on brand image.
Naturally, the conclusion was that we had to take design more seriously.
I believe there are four important elements to design. First, it must be visually
attractive. Second, it must be functional so that the user finds it easy to use.
The second feature is especially important for medical equipment. These two elements
alone constitute an effective brand image. That is why the third feature, consistent
and sustainable design, is important. For example, Mercedes Benz, Volkswagon,
BMW and other cars all have a sustainable design. You should be able to look
at any product and clearly recognize it as an Olympus product. This can be accomplished
with cameras or other products that are used independently. But microscopes are
usually kept in the laboratory where lots of other stuff are also found and are
fitted with various accessories. If all laboratory equipment is too distinctive
and looks different, it creates irregularity and that's not visually appealing
either. But more importantly, such a microscope would be difficult to use. What
users want is the fourth design feature: an open or unrestrictive design, that
is, a design that enhances the environment and atmosphere. This means enhancing
the design standard of the microscope and accessories. Once you take design this
far, the result is a new image for a microscope. That is what we have been doing
for the past ten years. |
