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UPD is
a new epoch-making product to detect the insertion point for the
endoscope without the need for x-rays. Its ergonomic form gives
doctors a sense of assurance and reduces patients' anxiety. (2001;
designed by Satoshi Tanio and Kazuyoshi Sato) |
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| TURBO MO miniEX (2001, design
by Kazuhiro Sato) |
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----Brand image is a phrase that one often hears, but how
would you characterize the Olympus brand?
There is a difference between the latest fashion
brands and the meaning of the Olympus brand, but we certainly have
something to learn from fashion creators like Louis Vuitton that
has skillfully developed its brand image so that their products
are sought-after by so many people.
We have not invested much to improve our brand
image, and we will have to change our attitude in this respect.
Spreading the brand image is not just accomplished by public relations
and advertising. On the contrary, brand image is articulated most
eloquently by the product or the product design itself. We came
up with a brand called![[mju:]](/en/magazine/techzone/vol52_e/img/myu.gif) [mju:].
And, the Y-shaped microscope is another brand. From now on, I think
that we will have to think about how we can create appeal for the
Olympus brand.
One factor is the rather low recognition of
the G-mark, especially among the younger generation. Only people
over a certain age really think that it is important. The G-mark
sticker should really be placed on all award-winning products,
but that is not the case.
But before that, the company should fully
analyze what the Olympus brand is like. This hasn't been done internally
yet. Generally speaking, we can say that Olympus is a company with
strength in medical-related fields.
----What do you think are important aspects of the
design policy or the design process?
Basically, we emphasize the task of modeling
by hand and creating a certain sense of taste. We want to think
of this process as important to all of us. After creating the model,
we take three-dimensional measurements, and based on the result,
we then design the product with CAD. In this sense, we don't go
straight to CAD and start with a virtual design. That is the big
difference between other companies and us.
Cameras are hand-held, so in the design process
it is important to think about how they feel in the hands.
It's hard to grasp these sensory qualities
unless you go through this process yourself.
A product like a surgical microscope restricts
movement of the user's whole body. The eyes, hands, and even the
legs that are used to operate the microscope are confined. In other
words, the device determines what physical movement and body position
are possible. In a product like this, design issues can't be decided
just by looking at three-dimensional images on the screen. In Europe,
we once made a microscope, a desk and a chair as one set. We could
do this in Japan, too, through collaboration with other manufacturers.
The users of medical equipment are doctors
or patients. The design of the product should not put the patient
under stress. Of course, the equipment should be easy for doctors
to use, but at the same time, it shouldn't cause patients any mental
stress. In our designs, we try to take these factors into consideration.
I think that by paying close attention to these design considerations,
the Olympus brand will naturally grow.
Creating a design that feels comfortable in
the user's hands and even natural to the entire body is a principle
that we apply in all Olympus products, and as designers, this is
our fundamental approach to product design. |
